ANA Urges Amazon, Twitter, Others to Allow Independent Audits of Ad Metrics

The Association of National Advertisers said Amazon, Instagram, Twitter and other tech firms with “walled garden” digital ad platforms should allow the Media Rating Council to conduct independent audits of their ad metrics. Walled garden platforms are those in which the provider “has control over applications, content, and media, and restricts convenient access to non-approved applications or content,” ANA said in a Friday report. ANA surveyed 113 members, with 89 percent of respondents saying they approved of decisions last month by Facebook and Google's YouTube (here and here) to allow the MRC to do independent audits of their ad metrics.