MRC、CMAC关于秒针系统认证审计工作通报：秒针系统认证审计工作取得进展

New York, Beijing – May 20th ,2020:  The Media Rating Council (MRC) and the China Media Assessment Council (CMAC, an independent working unit within the China Advertising Association [CAA]), announced today an update regarding Miaozhen System’s(Miaozhen) progress around the MRC accreditation process. Independent CPAs engaged by MRC conduct the audit, which currently remains ongoing for Displayand Video Impressions, Viewable Impressions, Clicks, and Digital Audience metrics within Desktop, Mobile Web and Mobile In-application environments,inclusive of Sophisticated Invalid Traffic (SIVT) filtration.

北京，纽约——2020年5月20日：媒体评级委员会（MRC）和中国媒体评估委员会（CMAC，中国广告协会 [CAA] 设置的独立工作机构）公布关于秒针系统（秒针）参与MRC认证流程的进展更新。MRC委任了独立注册会计师，目前审计工作仍在进行中。审计工作范围包括桌面、移动网页和移动APP的图片广告和视频广告曝光、可见度曝光、点击和数字受众指标，以及复杂无效流量（SIVT）过滤。

After several MRC and CMAC Audit Committee meetings held in 2018 and early 2019 to review the Miaozhen audit as well as their remediation efforts, the MRC and CMAC Committees have been positively oriented with Miaozhen’s progress in remediating items of material noncompliance cited during the initial stages of the audit.

MRC和CMAC在2018年和2019年初举行了多次会议，审查了秒针的审计报告以及不同阶段的改进情况。MRC和CMAC对秒针系统在上述阶段取得的积极的进展表示肯定。

Nonetheless, MRC and CMAC believe that measurement complexities associated with certain metrics reported by Miaozhen(i.e., Viewability and Digital Audience metrics) present larger Standards compliance challenges for Miaozhen at this time. This consideration led the Committees to split Miaozhen’s accreditation process into the two phases described below:

同时MRC和CMAC认为市场的测量环境复杂性对部分的秒针测量指标完成合规有很大挑战。即可见度曝光和数字受众测量。考虑到这一点，委员会将秒针的认证过程分为以下两个阶段：

Because of the dependencies between Digital Audience metrics and Served Impressions, achieving compliance in Digital Audience metrics will require Miaozhen to first achieve compliance in the Served Impressions area. The following summary presents an update on Miaozhen’s MRC accreditation process for each of these phases; the service is currently not accredited by MRC.

由于数字受众指标与广告曝光(Served Impression)之间的依赖关系，要实现数字受众指标的合规性，秒针首先要实现广告曝光(Served Impressions)的合规性。以下总结性摘要提供秒针在两个阶段的MRC认证流程的最新情况；该服务目前未获得MRC认证。

Update on Miaozhen’s MRC compliance

关于秒针符合MRC规范的情况更新‍

The resolution of remaining open areas withregard to Miaozhen’s Impression measurement (inclusive of GIVT filtration, the minimum level of filtration required for reporting Served Impressions) is the first priority in the above-stated accreditation progression.

第一优先事项：解决与秒针曝光测量相关的剩余事项（其中GIVT过滤是报告广告曝光所需的最低过滤水平）

A large portion of Miaozhen’s measurement challenges are in the Desktop and Mobile Web environments, such as its ability to count Served Impressions using a Begin to Render methodology. These challengesare mostly due to the lack of JS adoption by publishers. This is an industry-wide limitation in China, and while Miaozhen supports JS measurement and this capability brings significant enhancements to its Served Impression measurement (as well as Digital Audience measurement) in Desktop and Mobile Web environments, the lack of JS adoption by publishers has created a roadblock in achieving compliant measurement. As such, MRC and CMAC believe Miaozhen’s focus should be on integrating with the MMA SDK, as this can enable compliant, Begin to Render counting of Served Impressions in the Mobile In-application environment. Miaozhen has stated integration of this SDK with publishers is underway, and MRC auditors are currently engaged in assessing these capabilities within a live environment. The implications of the JS and SDK challenges are that until those are adopted, Miaozhen will not be able to run their full suiteof measurement capabilities, limiting the extent to which it can effectively measure Served Impressions (as well as Digital Audience). It’s important to note that other open areas around Served Impressions measurement must also be resolved before accreditation of these metrics can be considered; an audit ofthese remediation efforts is also underway.

在电脑和移动网页的环境下，秒针监测手段（诸如利用开始渲染方法进行广告曝光计数）面临的主要挑战是缺乏媒体对JavaScript (JS) 的支持。在中国这是一个行业性的限制。当秒针能应用JS测量将对秒针进行电脑、移动网页环境下的广告曝光（Served Impression）以及数字受众测量，实现JS测量的主要障碍来自媒体的接受度并影响了这部分测量工作的合规性。基于此状况，MRC和CMAC鼓励秒针应集中精力完成MMASDK的应用，由此可以实现移动In-APP环境中以开始渲染计数测量的广告曝光的合规性手段。秒针表示与媒体的SDK对接正在进行中，审计人员目前正在评估SDK在实际生产环境中的应用情况。在JS和SDK未能得以应用的情况下，秒针将无法全面实施完整的测量能力， 限制其有效的测量广告曝光（及数字受众）。有必要知道围绕广告曝光测量的其他未完成事项也需要解决可获得对应指标的认证。对解决事项的审计工作正在进行中。

Successful completion of Miaozhen’s capabilities with the MMA SDK and resolution of these open areas would enable consideration of accreditation of Miaozhen’s Served Impressions in the Mobile In-application environment, when SDK adoption is achieved, and as long as Miaozhen also proceeds to complete Phase II of the audit (Digital Audience). As discussed above, Desktop and Mobile Web environments are unlikely to achieve an accreditable state due to the lack of JS adoption, as the MMA SDK is not usable in these environments. MRC and the CMAC continue to encourage Miaozhen’s initiatives to promote the adoption of JS by publishers.

只要秒针系统完成SDK的对接和相关改进工作，并继续推进第二阶段审计，MRC和CMAC就会考虑授予秒针移动App端广告曝光的认证。而在PC端和移动网页端，由于缺少JS监测代码对接这一行业现状的限制，现阶段难以推进认证工作， MRC和CMAC鼓励秒针持续推动JS监测代码的应用。

Further auditing of Digital Audience metrics, inclusive of Miaozhen’s View ability and SIVT capabilities, is planned to move to completion once Phase I has reached are solution. As stated above, MRC and CMAC believe achieving compliance in the Digital Audience area will take additional compliance efforts from Miaozhen,therefore focusing on these as a second phase is meant to provide them with proper time to fix those open areas noted in the audit.

当第一阶段完成后，审计将推进完成秒针对数字受众测量的审计，包括可见度曝光及SIVT过滤能力。MRC和CMAC会对其进行数字媒体受众测量能力的审计，包括可见曝光和SIVT过滤能力。MRC和CMAC认为，将认证过程划分成两个阶段有助于秒针系统更好地规划时间和资源安排，完善其产品和服务。

The lack of JS and SDK adoption also impacts Miaozhen’s Digital Audience,View ability and SIVT capabilities, as their current pixel tag methodology does not provide sufficient signals for effective measurement in those areas. In this case, integration with the MMA SDK can also enhance measurement in the Mobile In-application environment, and MRC and CMAC believe this integration tobe the most feasible path for achieving significant compliance in these areas.The lack of JS adoption also presents a significant challenge in the Desktop and Mobile Web environments, which is likely to prevent accreditation of these metrics in the near future.

SDK和JS监测代码对于秒针进行数字媒体受众测量、可见度曝光及SIVT过滤也非常重要 ，现在应用的Pixel监测代码无法在这些方面提供足够的信息。MRC和CMAC认为，MMA SDK对接是秒针在上述领域达成认证的切实途径。而在PC端和移动网页环境中缺乏JS监测代码的应用，依旧是一个行业共同面对的挑战，因此无法对该项进行认证。

有关MRC的更多信息，可问询：

MRC执行董事兼CEO :  givie@mediaratingcouncil.org

CMAC CEO：peggywang@china-mrc.com