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Why the Video Advertising Bureau wants to strip Nielsen of its Media Ratings Council accreditation

The VAB has asked that Nielsen’s accreditation under the Media Rating Council be stripped immediately

Nielsen, the market research firm whose methodologies are often viewed as the definitive standards for television and connected television (CTV) ratings and ad measurement, is facing mounting pressure after the Video Advertising Bureau (VAB) petitioned the Media Rating Council to suspend the firm’s accreditation. The VAB cites breaches of five of the council’s minimum standards, highlighting in particular Nielsen’s failure to inform subscribers of relaxed servicing and methodologies during the Covid-19 crisis. Now, the VAB’s president and chief executive tells The Drum that the appeal is not about penalization, but maintaining the integrity of the industry.

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