VideoAmp Formally Initiates the Media Rating Council (MRC) Audit Process

May 06, 2025 at 10:00 AM EDT

VideoAmp, a leading media measurement company transforming advertising, has officially entered the audit phase with the Media Rating Council (MRC). This significant step underscores VideoAmp's unwavering commitment to transparency, data fidelity, and achieving adherence to the highest industry standards in media measurement.

“We are thrilled to officially begin the MRC auditing process,” said Tony Fagan, President, Technology & Strategy at VideoAmp. “This is a major milestone that reflects our confidence in the rigor of VideoAmp’s currency-grade data and methodologies. While the road to accreditation is long and resource-intensive, we are fully committed and understand the importance of earning that coveted stamp of approval.”

VideoAmp’s platform is built on high-fidelity data sets powered by VALID™, its proprietary big data and technology engine, which fuels its measurement and currency solutions. This enables advertisers and media owners to plan, measure, and transact on media investments with greater precision. The VALID™ engine underpins VideoAmp’s commitment to delivering currency-grade measurement and has positioned the company as a trusted partner for brands and publishers seeking alternatives to legacy systems and a more modern, future-proof approach to cross-platform measurement.

The MRC audit includes a comprehensive evaluation of VideoAmp's national linear TV data and audit testing to help ensure compliance with established industry guidelines, including the MRC’s Minimum Standards for Media Rating Research. By voluntarily undergoing this rigorous assessment, VideoAmp aims to provide clients and partners with increased confidence in the reliability and integrity of its measurement solutions.

This development marks a key inflection point in VideoAmp’s journey to become a trusted currency-grade measurement provider. The advancement of VideoAmp to the next level of the MRC’s auditing process is a clear signal of the company's commitment to accountability and third-party validation.

This initiative aligns with VideoAmp's ongoing efforts to foster industry collaboration and promote the adoption of advanced currencies in media transactions. By pursuing MRC accreditation, VideoAmp continues to demonstrate its leadership in driving innovation and establishing benchmarks that benefit the entire advertising ecosystem.

About VideoAmp

VideoAmp is a media measurement company transforming advertising. By leveraging the power of currency-grade big data, VideoAmp’s solutions provide clients with access to advanced audiences and the ability to precisely plan, optimize and measure media investments across platforms to achieve better outcomes. With these solutions, media sellers can increase the value of their inventory, while advertisers can benefit from increased return on investment. VideoAmp has seen incredible adoption for its measurement and currency solutions with 880% YoY growth, 98% coverage of the TV publisher ecosystem, 11 agency groups and more than 1,000+ advertisers. VideoAmp is headquartered in Los Angeles and New York with offices across the United States. To learn more, visit www.videoamp.com.