Back in December 2020, Twitter announced that it will undergo an accreditation process conducted by the Media Ratings Council (MRC). This will include four areas, namely Viewability, Sophisticated Invalid Traffic Filtration, Audience Measurement, and Brand Safety. Now, Twitter has disclosed that it has finalized the scope of the last assessment from the aforementioned list, and will be undergoing an audit soon.
In the first half of this year, Twitter worked with the MRC to determine the scope, sequencing, and timing of each audit, and now it has signed an agreement for the "pre-assessment" of Brand Safety throughout the rest of the year.
In this audit, the MRC will assess if Twitter complies with the brand safety standards set by the industry, especially around displaying ads across a variety of places on the platform such as search results, user profiles, and Amplify. The pre-assessment will take several months and will ensure that Twitter is ready for the actual audit in terms of readiness of operations, processes, and methodology. If gaps are identified in terms of potential for improvement, Twitter will work to close them. The date for the audit has not been revealed yet.
Twitter has highlighted that as a founding member of the Global Alliance for Responsible Media (GARM), it will also be engaged in improving the ad industry for the better.
In the same vein, the company will continue working with the MRC to agree on the scope of the remaining three audits. The next audit that it will be tackling is Audience Measurement. The firm has previously stated that the aim of being accredited by the MRC is to demonstrate its "enduring commitment to transparency".
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