TVOT NYC 2025: Standards and Quality Initiatives from the MRC in an Increasingly Modeled World

The Media Rating Council (MRC) has been expanding its suite of standards into new areas such as attention, outcomes and digital auction transparency, and has recently announced its intention to develop comprehensive guidance for Machine Learning and AI used in measurement. Our industry is changing rapidly but transparency and the need for quality processes remain a common theme. In this presentation, George Ivie, CEO and Executive Director of the MRC, will discuss that organization’s work in challenging new areas and the road ahead in seeking measurement transparency and quality.