by KATE KAYE
Amazon is finally cracking open the hood on its ad tech systems.
The enigmatic digital platform is preparing to open up its advertising products for an audit by the Media Rating Council, as part of the 60-year-old rating service’s accreditation process, after agreeing to do so over a year ago. The MRC will initially inspect how Amazon measures its Sponsored Product ads and then poke at Amazon’s demand-side platform that advertisers use to programmatically buy ads on and off Amazon’s properties.
“We are committed to MRC accreditation and have an agreement in place with MRC. We will soon be starting our Sponsored Products audit, followed by Amazon DSP,” an Amazon spokesperson told Digiday for this exclusive report. The MRC, which provides accreditation of how media companies measure things like display and video ad impressions and viewability metrics, said it expects the Amazon audit to kick off in a matter of weeks. Amazon first agreed to undergo an MRC audit more than a year ago.
The audit will cost Amazon. According to a job ad posted by the company in April, Amazon will hire a compliance manager with data analysis, IT, software and digital ad and measurement skills specifically to support the MRC accreditation program. Plus, the company, like others undergoing MRC inspections, is expected to pay the full cost of the audit. The council would not reveal the approximate cost of the audit.
Why Amazon is finally cracking the hood
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