Facebook & Instagram ads granted accreditation by the Media Rating Council

After more than a year of audits by the Media Rating Council (MRC), Facebook has been granted accreditation for ads on both its platform and Instagram. According to a release from the MRC, the accreditation applies to ad impressions for both Facebook and Instagram’s desktop and mobile web sites, and mobile apps. “We recognized the industry’s desire for more independent third-party validation, so this is welcome progress,” says Facebook’s VP of marketing science, Brad Smallwood, “We look forward to continuing our verification work with the MRC.” The MRC is a US-based non-profit organization that reviews audience measurement services and manages accreditation for media research and rating purposes. Facebook first opened itself to audits by the MRC in February of 2017 after confirming to advertisers it had made a series of ad metric errors. Last September, Facebook said that it had an agreed upon timeline with the MRC to complete a full audit by the independent firm. The two parties met their anticipated March 2018 deadline with today’s announcement.