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Coming soon: A standard for cross-platform video measurement

A better standard is needed to hold tech companies that are moving into the media and entertainment space accountable, and it's coming.

The media industry's standards group, the MRC (Media Rating Council), is gathering comments for a proposed "Audience Measurement Standard" that will be finalized and introduced in Q3, MRC CEO George Ivie tells Axios. The standard will provide more powerful metrics such as progress through the video ad coupled with in target audience performance.

Why it matters: Until a company is audited by the Media Ratings Council, there's no real way of knowing whether their metrics are legitimate. "Advertisers are more serious than I've ever seen them in pulling back dollars from those who won't be audited," Ivie says. "I've never seen advertisers more energized than right now about the quality of measurement."