MRC Outcomes & Data Quality Standards

This document represents the Media Rating Council’s (MRC’s) effort to set standards for data quality and attribution of outcomes (Outcomes referred to generally throughout this document) to ad exposure and engagement as part of its ongoing effort to develop standards for media and advertising measurement. More specifically, these standards are designed to provide guidance and requirements for data collection, cleaning and integration as well as include a focus on the use of data sets and the process of determining the user actions that lead to desired outcomes between ad exposure, interaction/engagement and conversion.

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