Two major ad measurement services are no longer under MRC review. VideoAmp will revisit its application in 2027. Nielsen One Ads is being updated and withdrawn for now.
Media and publishing professionals tracking ad measurement standards saw a key update this week as the Media Rating Council (MRC) clarified the accreditation status of two major services: VideoAmp and Nielsen One Ads. Both are no longer under active MRC review, a move that could affect how agencies and publishers evaluate cross-platform ad metrics.
According to the MRC's latest quarterly report, VideoAmp remains out of the accreditation process. However, the council revised its previous language, now stating that VideoAmp intends to reassess its application in 2027. This replaces earlier characterizations that suggested a lack of intent to continue the audit. VideoAmp's Vice President of Marketing and Communications, Stephanie Doennecke, said the company is working on enhancements and may re-enter the process sooner, depending on progress.
For Nielsen One, the MRC clarified that only the Nielsen One Ads component-not the entire Nielsen One suite-was under review. The accreditation process for Nielsen One Ads has been formally withdrawn due to planned significant methodological changes. The MRC noted that the service was removed from 'in-process' status as a result of these updates.
These developments follow recent shifts in the ad measurement landscape, as detailed in a related report on how the exit of VideoAmp and Nielsen One from MRC accreditation is influencing agency and advertiser decisions around ad currencies. For more on the competitive impact, see this analysis of the changing ad metrics environment.
