Twitter Begins 'Brand Safety' With MRC: Audits on Measurement, Viewability, SIVT to Follow

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Twitter this morning announced it is beginning a brand safety audit process with industry ratings watchdog, the Media Rating Council (MRC).

In a post on the Twitter blog this morning, the company said it signed an agreement with the MRC to begin a brand safety “pre-assessment” and that the MRC will conduct an audit to assess Twitter’s compliance with brand safety when serving ads “in environments including Home timeline, User profiles, Search results, and our Amplify pre-roll product.”

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