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Keeping up with the pace of advertising, MRC proposes updates to its ad verification guidelines

Subscribe to MarTech Today to receive news and insights of where marketing, technology, and management converge. Note: By submitting this form, you agree to Third Door Media's terms . We respect your privacy . Keeping up with the pace of advertising, MRC proposes updates to its ad verification guidelines MRC's updates provide new verification requirements for contextual advertising and allow brands to create a list of categories that are 'never appropriate' for their programmatic ads. As the digital advertising landscape evolves, so must the rules governing it. Responding to industry changes such as an increase in contextual targeting, the Media Rating Council (MRC) announced proposed  updates to its existing ad verification guidelines Tuesday. The changes — developed with the American Association of Advertising Agencies (4A’s), the Association of National Advertisers (ANA) and the Interactive Advertising Bureau (IAB) — provide more granular detail to the IAB’s existing Ad Verification Guidelines , which were issued in 2012. UGC (user-generated content) that appears next to paid ads and branded content has long been a thorn in the side of advertisers who have been calling for advertising platforms to improve brand safety for programmatic ads . And due to new data privacy rules, including Europe’s General Data Protection Regulation ( GDPR ), an increasing number of companies have been using contextual targeting in lieu of third-party data . In February, an Integral Ad Science (IAS) survey indicated that nearly half of industry leaders (48.9 percent) believe the wiewability standard thresholds from MRC are not stringent enough. The new provisions “establish rules for brand safety and context classification-related measurement and reporting that specifically consider discrete pieces of content for decision-making purposes, rather than including considerations that only extend to the domain, site, or page levels,” according to an MRC release announcing the news.

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