The Media Rating Council has begun the process of establishing standards of measuring impressions for streaming audio advertising, including that which takes place on Internet radio, according to MRC president George Ivie.
The MRC sets standards and conducts audits to validate audience measurement data. The group has already formulated standards for 15 other forms of digital advertising, and expects this project to take at least a year, according to coverage in Inside Radio.
"The MRC has so far accredited Triton Digital's reports that measure the volume of streaming and share reports. But its audience measurement figures aren't accredited, and Ivie says standards need to be built for the audience demographic data," says the news source.
Read more in Inside Radio here.