Locala announces today its renewed Media Rating Council (MRC) accreditation for HTML5 mobile web and in application display and rich media Served Impressions, Clicks, and post-click metrics including Installs, Opens and Landings. Today, the company remains the only platform accredited by MRC for app installs and opens, and continues to advocate for advertisers to choose accredited metrics as success indicators for all mobile campaigns.

“We are proud to continue our MRC accreditation, certified metrics is one of the foundations of our technology, and key for us to remain the trusted partner for major brands and agencies,” says Christophe Collet, CEO of Locala. “We are still unique in the market with post-ad metrics for mobile campaigns and are committed to providing this transparency for the industry.”

To inform and provide advertisers with clear visibility into their mobile campaign measurements, Locala’s technology will now deliver cautionary statements to the advertisers when their campaigns are are being tracked with non-compliant methods (non-HTML5 traffic). Besides from distinguishing compliant and non-compliant traffic in the platform, Locala is taking a proactive position to inform clients when the chosen tracking method will likely include a high degree of general invalid traffic (GIVT). The goal is to be proactive and transparent with mobile campaigns so clients have full understanding of their campaigns results and potential risks.

“We congratulate Locala for its industry leadership in bringing greater transparency and quality to mobile measurement,” stated George W. Ivie, Executive Director and CEO of MRC.  He added, “This is especially evidenced by Locala’s MRC-accredited post-click metrics, which go beyond current industry minimum standards to shed additional light on consumer actions after the measured click occurs.”Locala is dedicated to educating advertisers about different tracking methods from publishers and the benefits of javascript tracking versus pixel tracking. Furthermore, the company’s impression and landing page measurements go beyond the industry’s ‘begin-to-render’ standard and is counted when impressions and landing pages have rendered plus one second. To retain MRC accreditation, Locala undergoes an annual review through an intensive independent CPA auditing process.

About MRC

The Media Rating Council is a non-profit industry association established in 1963 comprised of leading television, radio, print and digital media companies, as well as advertisers, advertising agencies and trade associations, whose goal is to ensure measurement services that are valid, reliable and effective.  Measurement services desiring MRC accreditation are required to disclose to their customers all methodological aspects of their service; comply with the MRC Minimum Standards for Media Rating Research as well as other applicable industry measurement guidelines; and submit to MRC-designed audits to authenticate and illuminate their procedures. In addition, the MRC membership actively pursues research issues they consider priorities in an effort to improve the quality of research in the marketplace. Currently approximately 110 research products are audited by the MRC. Additional information about MRC can be found at www.mediaratingcouncil.org.

Read the news from the MMA US, in French on E-Marketing, in Spanish on La Publicidad, and in Italian on Programmatic Italia.