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ACA joins Media Rating Council

The Toronto-based Association of Canadian Advertisers has joined the Media Rating Council of New York. The organization works to oversee audience measurement services for online, out-of-home, print, radio and television properties, as well as cross-platform measurement. It also administers an audit system intended to determine that these measurements are conducted in conformance with its criteria and procedures. The ACA is the only Canadian member of the council. According to the association, its membership will give Canadian advertisers a forum to seek MRC accreditation.

"It is our hope that joining MRC demonstrates ACA's commitment to transparency and accountability in all media," said Ron Lund, president and CEO of the ACA. "We encourage others in the Canadian industry to stand up for these issues as well to help restore trust."

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