MRC Issues OTT CTV SSAI Draft: Will Be Considered For Future Accreditation

MRC Issues OTT, CTV, SSAI Draft: Will Be Considered For Future Accreditation

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The Media Rating Council (MRC) this morning released a draft of new guidelines and best practices for measuring advertising running over-the-top (OTT) and via connected TV (CTV), as well as when server-side ad insertion (SSAI) digital video is used.  

The draft, which is the result of an initiative announced in July 2020 to identify challenges and propose solutions to ads running in these burgeoning video environments, will be a factor in future “accreditation considerations,” the MRC stated.

The full draft can be reviewed here, but the guidelines include:

• OTT is now defined as a more encompassing term that includes CTV, as well as non-linear video content that is typically delivered to a TV screen but that may also be available via desktop or mobile devices, such as with many video streaming services.

• Highlighting relevant existing guidance on issues of particular importance to OTT/CTV and SSAI, including on such matters as the impacts on measurement of latency, continuous play, “TV Off” situations and the application of invalid traffic detection and filtration in these environments.

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February 22, 2021 at 10:17AM