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Facebook receives accreditation in long-awaited metrics audit

Photo by Jaap Arriens/NurPhoto via Getty Images

The Media Ratings Council (MRC,) which has for decades acted as the de facto watchdog for the media and advertising industries, announced accreditation for the first of three rounds of audits that Facebook has committed to. This audit focused on its ability to report impressions served on Facebook and Instagram.

Why it matters: There's been mounting pressure for the "walled gardens" or major tech platforms to be audited by the MRC, the same way other major players in the advertising ecosystem, like Nielsen, comScore and many of the big TV networks are audited. Social networks like Facebook, Google and Twitter are finally beginning to come around to such audits, in an attempt to build better rapport with marketers looking for transparency.