LinkedIn has expanded its Media Rating Council (MRC) accreditation for video metrics, enhancing assurance for video marketers. With a 36% increase in video watch time year-over-year, video has become crucial for professional engagement on the platform. LinkedIn has received new MRC accreditation for four video ad metrics: gross impressions, net impressions, gross clicks, and net clicks, applicable across LinkedIn.com and its mobile app for In-Feed Video Ads.
George Ivie, CEO of the MRC, commended LinkedIn for its dedication to industry standards in measuring Sponsored Content Ads. Gillian Collison from GroupM highlighted the importance of these accredited metrics for transparency and third-party verification in advertising. LinkedIn aims to continue collaborating with industry bodies like the MRC to provide B2B measurement solutions that adhere to high standards. Advertisers can access MRC-accredited metrics in Campaign Manager for their campaigns.
