Adelaide becomes the first attention metrics firm to enter the MRC accreditation process
Briefly

from Digiday4 months ago
According to Marc Guldimann, founder and CEO of Adelaide, the seventh version of its AU attention metric, the version undergoing scrutiny from the MRC, was developed in partnership with a variety of publishers... "It is a very involved process - they're [the MRC are] very, very rigorous," said Guldimann, who hopes to have the seventh version of the AU product fully rolled out to the marketplace by Q1 2025."
Digidayhttps://digiday.com/media-buying/adelaide-becomes-the-first-attention-metrics-firm-to-enter-the-mrc-accreditation-process/
Ron Pinelli, svp of digital research and standards at the MRC, confirmed that Adelaide "is in process of review in the pre-assessment phase (not yet audit) and no other attention vendor is in process at this stage..." Attention is the shiny new object.
Digidayhttps://digiday.com/media-buying/adelaide-becomes-the-first-attention-metrics-firm-to-enter-the-mrc-accreditation-process/
The imprimatur of legitimacy it can confer on various forms of measurement around media and marketing can change those companies' directions and fortunes."
Digidayhttps://digiday.com/media-buying/adelaide-becomes-the-first-attention-metrics-firm-to-enter-the-mrc-accreditation-process/
I used to be a skeptic about MRC accreditation, but experiencing firsthand the level of rigor that goes into it has really made me more of a believer. It's a very powerful tool that the industry has in order to drive more trust.
Digidayhttps://digiday.com/media-buying/adelaide-becomes-the-first-attention-metrics-firm-to-enter-the-mrc-accreditation-process/
Read at Digiday
#media-accreditation #attention-metrics #adelaide #mrc #media-measurement
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