MRC grants Zefr accreditation for Viewability on YouTube
January 28, 2026
Zefr has been granted accreditation by the Media Rating Council (MRC) for independent third-party processing and reporting of YouTube viewability measurement via integration with Google’s Ads Data Hub (ADH), supporting Zefr’s offering of free, independent viewability reporting to advertisers.
The accreditation follows a comprehensive audit conducted by an independent CPA firm engaged by the MRC. The audit evaluated Zefr’s processes, metrics, and data governance related to reporting YouTube digital video advertising viewability. The accreditation confirms that Zefr’s reporting adheres to the MRC’s standards for transparency, accuracy, and accountability in media measurement.
Additionally, Zefr is also introducing independent YouTube viewability reporting, provided for free to help advertisers gain transparent, third-party visibility into campaign viewability.
“The MRC congratulates Zefr on earning accreditation for its third-party processing and reporting of YouTube video impressions and viewability,” commented George Ivie, MRC CEO and Executive Director. “This achievement demonstrates Zefr’s commitment to rigorous industry standards and provides the marketplace with greater transparency and accountability regarding independent reporting of video advertising across YouTube.”
“Achieving MRC accreditation for YouTube viewability reporting underscores Zefr’s ongoing commitment to independent standards and transparency,” added Rich Raddon, Co-Founder and Co-CEO of Zefr.
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