8. Industry updates: MRC expands to China, comScore's big shakeup
The Media Rating Council (MRC), a self-governing industry body responsible for auditing media companies, and the China Media Assessment Council announced Tuesday that they will jointly audit three digital audience measurement services that have applied for MRC's stamp of approval in China: AdMaster TrackMaster, Miaozhen AdMonitor and Nielsen Digital Ad Ratings (DAR).
Why it matters: These initial accreditations will form the basis for how we measure and audit Chinese media. This is especially crucial for major international advertisers.
Meanwhile, ComScore announced Monday that the majority of its board would resign as a part of a major company-wide shakeup being done to address investor concerns over financial transparency problems, including problems that led it to be delisted from Nasdaq earlier this year. The company cut 7 of its 12 board members, announced an interim CFO and said it will form a special committee to reevaluate its business.
Sound smart: The media measurement industry has become just as convoluted and competitive as the media industry it seeks to monitor.