Zefr Earns MRC Accreditation for YouTube Viewability Reporting

Independent third-party measurement and reporting verified by industry standards body

Jan. 28, 2026 at 8:39am

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Zefr, a leading provider of AI-powered content classification solutions for brands and advertisers, has earned accreditation from the Media Rating Council (MRC) for its independent third-party processing and reporting of YouTube video advertising viewability. This achievement demonstrates Zefr's commitment to transparency and adherence to rigorous industry standards in digital media measurement.

Why it matters

The MRC accreditation provides advertisers with greater confidence and trust in the viewability data they receive for their YouTube campaigns, which is crucial for ensuring effective media investment and performance. As brands continue to shift more ad spend to open platforms like YouTube, independent third-party verification becomes increasingly important to validate the quality and transparency of digital video metrics.

The details

Zefr's viewability reporting solution integrates with Google's Ads Data Hub, allowing the company to provide free, independent viewability data to advertisers. The accreditation was granted after a comprehensive audit by an independent CPA firm engaged by the MRC, which evaluated Zefr's processes, metrics, and data governance related to YouTube video advertising viewability.

  • Zefr announced the MRC accreditation on January 28, 2026.

The players

Zefr

A leading provider of AI-powered content classification solutions for brands and advertisers, headquartered in Los Angeles.

Media Rating Council (MRC)

An industry body that sets standards and provides accreditation for media measurement companies to ensure transparency and accountability in the media industry.

George Ivie

CEO and Executive Director of the Media Rating Council.

Rich Raddon

Co-Founder and Co-CEO of Zefr.

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What they’re saying

“The MRC congratulates Zefr on earning accreditation for its third-party processing and reporting of YouTube video impressions and viewability. 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.”

— George Ivie, CEO and Executive Director, Media Rating Council

“Achieving MRC accreditation for YouTube viewability reporting underscores Zefr's ongoing commitment to independent standards and transparency.”

— Rich Raddon, Co-Founder and Co-CEO, Zefr

What’s next

Zefr plans to continue expanding its independent viewability reporting solutions to other major digital platforms beyond YouTube to provide advertisers with greater transparency across their media investments.

The takeaway

The MRC accreditation for Zefr's YouTube viewability reporting underscores the growing importance of independent third-party verification in the digital advertising ecosystem, as brands seek to ensure transparency, accountability, and the effective use of their media budgets on open platforms.