Ad-tech
MRC
Media Rating Council — accredits viewability and IVT measurement.
MRC (Media Rating Council) is the US-based independent accreditor of ad-measurement methodologies. Sets the canonical viewability standard (50% pixels for 1+ second display, 2+ video) and accredits IVT-detection vendors (DoubleVerify, IAS, MOAT). Tier-1 advertisers contract MRC-accredited measurement as a buying requirement.
Example
Programmatic display campaign buys on a 'MRC-accredited viewability ≥85%' floor — DSP filters out non-compliant inventory pre-bid; effective CPM rises but viewable-impression rate matches the requirement.