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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."

  • How it works: The "duration-weighted metric," as the MRC puts it, will be calculated by measuring impressions (the number of times someone is reached) that are viewable by the MRC's standards (viewed for at least 2 consecutive seconds), combined with how long each of those verified views lasts.
  • "Not everyone loves it", says Ivie. "Some don't think weighting is necessary because in digital you have long-form and short-form viewing (which can be just seconds)," Ive says. He hopes the new standard will be adopted by everyone, creating a single standard for all video measurement and ad buying across TV and digital in the U.S.

Audit pressure rising: Two more tech giants will likely agree to be audited by the Media Ratings Council this fall, Ivie also tells Axios. Earlier this year, Google and Facebook both agreed to be audited, after reports of inflated video metrics received pushback from ad buyers. Snapchat received a lot of pressure to audit ahead of their IPO, but have yet to do so.

  • Of the six tech companies the MRC is in touch with about audits — Amazon, Foursquare, Snapchat, Linkedin, Pinterest and Twitter — two will likely agree to be audited this fall, two more are actively considering it, and two aren't close at all, Ivie says.

Go deeper

Major companies vow to train, hire Afghan refugees arriving in U.S.

Chobani founder and CEO Hamdi Ulukaya. Photo: Jeff Spicer/Getty Images for Global Citizen

More than 30 major companies have promised to hire and train Afghan refugees coming to the U.S., per a press release from the Tent Partnership for Refugees, the group spearheading the effort.

The big picture: The 33 companies, including Amazon, Facebook, Pfizer and UPS, are joining the Tent Coalition for Afghan Refugees, a coalition founded by Hamdi Ulukaya, the founder and CEO of yogurt and food company Chobani.

Hispanic Heritage Month: Gracias, México, for color TVs

The patent diagram (left) from Guillermo González Camarena's chromoscopic adapter, and he and the engineer (right inspecting TV equipment around 1955 in Mexico City. Photos: U.S. Patent Office and Instituto Nacional de Antropología e Historia de México

Credit Mexican engineering and entrepreneurship for developments that led to the in color television, oral contraception and finding a way to help mend the ozone layer.

Why it matters: The contributions helped modernize how we could see the world; improve women's health and expand women's roles beyond the home; and identify dangerous emissions and how to reduce them.

Ipsos poll: Support growing for abortion rights in Latin America

Members of feminist groups in Saltillo, Mexico, after the decriminalization of abortion was approved in Coahuila, Mexico. Photo: Antonio Ojeda/Agencia Press South/Getty Images

Support for abortion rights in some Latin American countries has jumped considerably since 2014, with Argentina seeing the biggest shift, an Ipsos poll finds.

The big picture: The view that abortion should be permitted at least under certain circumstances is held by a majority of adults surveyed in Argentina, Brazil, Chile, Colombia, Mexico and Peru.