Zefr Earns MRC Accreditation for YouTube Viewability Reporting

Zefr Earns MRC Accreditation at a time when advertisers are demanding greater transparency and accountability across digital video measurement, particularly on large platforms like YouTube. Zefr announced that it has received accreditation from the Media Rating Council for independent third party processing and reporting of YouTube viewability, marking an important milestone for trusted advertising measurement in the MarTech ecosystem.

The accreditation applies specifically to Zefr reporting of YouTube viewability through its integration with Google Ads Data Hub. The decision follows a comprehensive audit conducted by an independent CPA firm engaged by the Media Rating Council. The audit assessed Zefr methodology, controls, data governance, and reporting processes used to measure digital video advertising viewability on YouTube.

According to the MRC, the accreditation confirms that Zefr viewability reporting meets rigorous industry standards for transparency, accuracy, and accountability. These standards are designed to give advertisers confidence that reported metrics are calculated consistently and independently, without bias from media owners or buying platforms. As media budgets continue to shift toward digital video and connected TV, third party validation has become increasingly critical for advertiser trust.

In conjunction with earning accreditation, Zefr is also introducing free independent YouTube viewability reporting for advertisers. By removing cost barriers, the company aims to make third party measurement more accessible, enabling brands to better understand how their YouTube campaigns perform from a viewability standpoint without relying solely on platform reported metrics.

“The MRC congratulates Zefr on earning accreditation for its third-party processing and reporting of YouTube video impressions and viewability,” said George Ivie, CEO and Executive Director of the Media Rating Council. “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.”

The accreditation comes as advertisers continue to push for clearer insight into where ads appear and how they perform. Viewability remains a foundational metric for evaluating media quality, and independent reporting helps advertisers validate that their investments are delivering meaningful exposure. By leveraging Google Ads Data Hub, Zefr is able to process platform level data while maintaining independence and compliance with privacy and data governance requirements.

“Achieving MRC accreditation for YouTube viewability reporting underscores Zefr’s ongoing commitment to independent standards and transparency,” said Rich Raddon, Co Founder and Co CEO of Zefr. The company has positioned accreditation as part of a broader effort to provide advertisers with trusted measurement solutions that align with evolving industry expectations.

As Zefr Earns MRC Accreditation, the move signals continued progress toward more accountable digital video advertising. With accredited, free third party viewability reporting now available, advertisers gain greater confidence in YouTube measurement and a stronger foundation for evaluating performance, optimizing spend, and building trust in a rapidly evolving video advertising landscape.