WSJ's Mike Shields reports on Google's commitment to an MRC Audit. DoubleVerify CEO Wayne Gattinella weighs in on the importance for 3rd party measurement and the transparency advertisers are demanding.

“What’s happening now is that this data is generally in the control of large platforms, and it’s a little bit of a black box,” said DoubleVerify President and Chief Executive Wayne Gattinella, who added that his company has been working on helping Google provide more transparent metrics for roughly a year.

“The market is saying, ‘We want to ensure that the process [these companies employ] is understood, and is documented and accurate. Otherwise, it could be garbage in garbage out, and we’re not able to determine that.’ So this is all good news.”

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