{"id":18926,"date":"2026-01-31T12:20:15","date_gmt":"2026-01-31T12:20:15","guid":{"rendered":"https:\/\/lite14.net\/blog\/?p=18926"},"modified":"2026-01-31T12:20:15","modified_gmt":"2026-01-31T12:20:15","slug":"mrc-releases-final-standards-for-digital-advertising-auction-transparency","status":"publish","type":"post","link":"https:\/\/lite14.net\/blog\/2026\/01\/31\/mrc-releases-final-standards-for-digital-advertising-auction-transparency\/","title":{"rendered":"MRC Releases Final Standards for Digital Advertising Auction Transparency"},"content":{"rendered":"<p>&nbsp;<\/p>\n<hr \/>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/31\/mrc-releases-final-standards-for-digital-advertising-auction-transparency\/#_What_the_MRCs_Final_Standards_Are\" >\u00a0What the MRC\u2019s Final Standards Are<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/31\/mrc-releases-final-standards-for-digital-advertising-auction-transparency\/#_Core_Aims\" >\u00a0Core Aims<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/31\/mrc-releases-final-standards-for-digital-advertising-auction-transparency\/#_What_the_Standards_Cover\" >\u00a0What the Standards Cover<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/31\/mrc-releases-final-standards-for-digital-advertising-auction-transparency\/#_How_the_Standards_Were_Developed\" >\u00a0How the Standards Were Developed<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/31\/mrc-releases-final-standards-for-digital-advertising-auction-transparency\/#_Why_These_Standards_Matter\" >\u00a0Why These Standards Matter<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/31\/mrc-releases-final-standards-for-digital-advertising-auction-transparency\/#_For_Advertisers\" >\u00a0For Advertisers<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/31\/mrc-releases-final-standards-for-digital-advertising-auction-transparency\/#_For_Agencies_Buyers\" >\u00a0For Agencies &amp; Buyers<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/31\/mrc-releases-final-standards-for-digital-advertising-auction-transparency\/#_For_Publishers_Auctioneers\" >\u00a0For Publishers &amp; Auctioneers<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/31\/mrc-releases-final-standards-for-digital-advertising-auction-transparency\/#_Industry_Reactions_Commentary\" >\u00a0Industry Reactions &amp; Commentary<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/31\/mrc-releases-final-standards-for-digital-advertising-auction-transparency\/#_Support_from_Media_Leaders\" >\u00a0Support from Media Leaders<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/31\/mrc-releases-final-standards-for-digital-advertising-auction-transparency\/#_Some_Controversy_and_Debate\" >\u00a0Some Controversy and Debate<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/31\/mrc-releases-final-standards-for-digital-advertising-auction-transparency\/#_Broader_Transparency_Trend\" >\u00a0Broader Transparency Trend<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/31\/mrc-releases-final-standards-for-digital-advertising-auction-transparency\/#_Summary\" >\u00a0Summary<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/31\/mrc-releases-final-standards-for-digital-advertising-auction-transparency\/#_Bottom_Line\" >\u00a0Bottom Line<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/31\/mrc-releases-final-standards-for-digital-advertising-auction-transparency\/#Case_Study_1_%E2%80%94_Auction_Transparency_Standards_in_Practice\" >Case Study 1 \u2014 Auction Transparency Standards in Practice<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/31\/mrc-releases-final-standards-for-digital-advertising-auction-transparency\/#_Background\" >\u00a0Background<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/31\/mrc-releases-final-standards-for-digital-advertising-auction-transparency\/#_What_the_Standards_Require\" >\u00a0What the Standards Require<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/31\/mrc-releases-final-standards-for-digital-advertising-auction-transparency\/#_Why_It_Matters_%E2%80%94_Practical_Example\" >\u00a0Why It Matters \u2014 Practical Example<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/31\/mrc-releases-final-standards-for-digital-advertising-auction-transparency\/#Case_Study_2_%E2%80%94_Adoption_and_Accreditation_Impact\" >Case Study 2 \u2014 Adoption and Accreditation Impact<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/31\/mrc-releases-final-standards-for-digital-advertising-auction-transparency\/#_Voluntary_Adoption_MRC_Accreditation\" >\u00a0Voluntary Adoption &amp; MRC Accreditation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/31\/mrc-releases-final-standards-for-digital-advertising-auction-transparency\/#_Institutional_Context\" >\u00a0Institutional Context<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-22\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/31\/mrc-releases-final-standards-for-digital-advertising-auction-transparency\/#_Industry_Expert_Commentary\" >\u00a0Industry &amp; Expert Commentary<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-23\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/31\/mrc-releases-final-standards-for-digital-advertising-auction-transparency\/#Support_from_Agencies_and_Advertisers\" >Support from Agencies and Advertisers<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-24\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/31\/mrc-releases-final-standards-for-digital-advertising-auction-transparency\/#Criticism_Gaps_Debate\" >Criticism, Gaps &amp; Debate<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-25\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/31\/mrc-releases-final-standards-for-digital-advertising-auction-transparency\/#_Key_Insights_Takeaways\" >\u00a0Key Insights &amp; Takeaways<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-26\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/31\/mrc-releases-final-standards-for-digital-advertising-auction-transparency\/#_What_This_Means_for_Advertisers\" >\u00a0What This Means for Advertisers<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-27\" href=\"https:\/\/lite14.net\/blog\/2026\/01\/31\/mrc-releases-final-standards-for-digital-advertising-auction-transparency\/#_Summary-2\" >\u00a0Summary<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"_What_the_MRCs_Final_Standards_Are\"><\/span>\u00a0What the MRC\u2019s Final Standards Are<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The <strong>Media Rating Council (MRC)<\/strong> \u2014 a long\u2011standing independent industry organization that audits and accredits media measurement practices \u2014 has released the <strong>final version<\/strong> of its <strong>Digital Advertising Auction Transparency Standards<\/strong>. These standards are aimed at bringing <strong>greater transparency, disclosure, and reporting requirements<\/strong> to the way digital advertising auctions work across modern media channels. (<a title=\"Going, Going, Gone: MRC Finalizes Ad Auction Standards 01\/29\/2026\" href=\"https:\/\/www.mediapost.com\/publications\/article\/412394\/going-going-gone-mrc-finalizes-ad-auction-stand.html?utm_source=chatgpt.com\">MediaPost<\/a>)<\/p>\n<h3><span class=\"ez-toc-section\" id=\"_Core_Aims\"><\/span>\u00a0Core Aims<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li><strong>Increase visibility<\/strong> into how ad auctions price inventory and select winners.<\/li>\n<li><strong>Standardize the information<\/strong> that buyers, sellers, agencies and publishers can see about auction mechanics.<\/li>\n<li><strong>Enable advertisers to validate outcomes<\/strong>, improve bidding strategies, and reduce waste or unpredictability tied to hidden auction rules. (<a title=\"Going, Going, Gone: MRC Finalizes Ad Auction Standards 01\/29\/2026\" href=\"https:\/\/www.mediapost.com\/publications\/article\/412394\/going-going-gone-mrc-finalizes-ad-auction-stand.html?utm_source=chatgpt.com\">MediaPost<\/a>)<\/li>\n<\/ul>\n<p>According to the MRC, <strong>digital advertising today runs on auctions \u2014 from programmatic display and video to search, social, retail media and streaming CTV \u2014 but the details of how auctions operate have largely remained a \u201cblack box\u201d for buyers and sellers.<\/strong> The standards are meant to change that. (<a title=\"Going, Going, Gone: MRC Finalizes Ad Auction Standards 01\/29\/2026\" href=\"https:\/\/www.mediapost.com\/publications\/article\/412394\/going-going-gone-mrc-finalizes-ad-auction-stand.html?utm_source=chatgpt.com\">MediaPost<\/a>)<\/p>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"_What_the_Standards_Cover\"><\/span>\u00a0What the Standards Cover<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The final standards set <strong>disclosure and reporting requirements<\/strong> for key elements of digital advertising auctions, including:<\/p>\n<ul>\n<li><strong>Type(s) of auction system(s) used<\/strong> (e.g., first\u2011price, secondary auctions).<\/li>\n<li><strong>How winners are determined<\/strong> in each auction.<\/li>\n<li><strong>How prices are set once winners are chosen<\/strong>.<\/li>\n<li><strong>Use of reserve prices and how these are updated over time<\/strong>.<\/li>\n<li><strong>Whether and how advanced bid\/budget information is used to influence auction outcomes<\/strong>.<\/li>\n<li><strong>Frequency of auction rule changes and how those changes are disclosed<\/strong>.<\/li>\n<li><strong>What outcome information is reported back to advertisers and other parties<\/strong>. (<a title=\"Going, Going, Gone: MRC Finalizes Ad Auction Standards 01\/29\/2026\" href=\"https:\/\/www.mediapost.com\/publications\/article\/412394\/going-going-gone-mrc-finalizes-ad-auction-stand.html?utm_source=chatgpt.com\">MediaPost<\/a>)<\/li>\n<\/ul>\n<p>These disclosures are designed to help <strong>advertisers better understand pricing, allocation, and strategy<\/strong> rather than simply trusting proprietary systems without insight. (<a title=\"Going, Going, Gone: MRC Finalizes Ad Auction Standards 01\/29\/2026\" href=\"https:\/\/www.mediapost.com\/publications\/article\/412394\/going-going-gone-mrc-finalizes-ad-auction-stand.html?utm_source=chatgpt.com\">MediaPost<\/a>)<\/p>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"_How_the_Standards_Were_Developed\"><\/span>\u00a0How the Standards Were Developed<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The transparency initiative was <strong>a collaborative project<\/strong> led by the MRC and originally initiated by <strong>Omnicom Media<\/strong>. It involved major advertising trade bodies and stakeholders, including:<\/p>\n<ul>\n<li>The <strong>American Association of Advertising Agencies (4A\u2019s)<\/strong><\/li>\n<li>The <strong>Association of National Advertisers (ANA)<\/strong><\/li>\n<li>The <strong>Interactive Advertising Bureau (IAB) Tech Lab<\/strong><\/li>\n<li>The <strong>World Federation of Advertisers (WFA)<\/strong><br \/>\n\u2026and participation from agencies, advertisers, media owners, auctioneers, and tech vendors. (<a title=\"Going, Going, Gone: MRC Finalizes Ad Auction Standards 01\/29\/2026\" href=\"https:\/\/www.mediapost.com\/publications\/article\/412394\/going-going-gone-mrc-finalizes-ad-auction-stand.html?utm_source=chatgpt.com\">MediaPost<\/a>)<\/li>\n<\/ul>\n<p>A <strong>30\u2011day public comment period<\/strong> was conducted in late 2025 to gather industry feedback before finalizing the standards. (<a title=\"MRC Issues Draft Version of Digital Advertising Auction Transparency Standards\" href=\"https:\/\/www.mediaratingcouncil.org\/sites\/default\/files\/News\/091925%20MRC%20Digital%20Advertising%20Auction%20Transparency%20Standards%20Public%20Comment%20PR%20FINAL.pdf?utm_source=chatgpt.com\">mediaratingcouncil.org<\/a>)<\/p>\n<p>While the standards are <strong>voluntary<\/strong>, MRC said they will be used in its <strong>accreditation audits<\/strong> \u2014 meaning auction systems that choose to participate can seek accreditation by demonstrating compliance. (<a title=\"Going, Going, Gone: MRC Finalizes Ad Auction Standards 01\/29\/2026\" href=\"https:\/\/www.mediapost.com\/publications\/article\/412394\/going-going-gone-mrc-finalizes-ad-auction-stand.html?utm_source=chatgpt.com\">MediaPost<\/a>)<\/p>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"_Why_These_Standards_Matter\"><\/span>\u00a0Why These Standards Matter<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"_For_Advertisers\"><\/span>\u00a0For Advertisers<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Advertisers have long complained that digital ad auctions \u2014 especially those inside \u201cwalled gardens\u201d or programmatic platforms \u2014 lack clear disclosure about how pricing and allocation decisions are made. The new standards offer <strong>a baseline framework<\/strong> to interpret that auction logic, which can lead to better budget decisions and bidding effectiveness. (<a title=\"Going, Going, Gone: MRC Finalizes Ad Auction Standards 01\/29\/2026\" href=\"https:\/\/www.mediapost.com\/publications\/article\/412394\/going-going-gone-mrc-finalizes-ad-auction-stand.html?utm_source=chatgpt.com\">MediaPost<\/a>)<\/p>\n<h3><span class=\"ez-toc-section\" id=\"_For_Agencies_Buyers\"><\/span>\u00a0For Agencies &amp; Buyers<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Buyers and agencies can use standardized disclosures to:<\/p>\n<ul>\n<li><strong>Benchmark performance across platforms<\/strong><\/li>\n<li>Identify inefficiencies in auction mechanics<\/li>\n<li>Understand how reserve prices or bid budgets affect outcomes<\/li>\n<li>Detect practices that could inflate prices or obscure value. (<a title=\"The MRC Publishes Industry\u2019s First Ad Auction Standards for which OMD Global Chief Strategy Officer Ben Hovaness Led the Steering Committee \u2013 OMD\" href=\"https:\/\/www.omd.com\/the-mrc-publishes-industrys-first-ad-auction-standards-for-which-omd-global-chief-strategy-officer-ben-hovaness-led-the-steering-committee\/?utm_source=chatgpt.com\">omd.com<\/a>)<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"_For_Publishers_Auctioneers\"><\/span>\u00a0For Publishers &amp; Auctioneers<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Publishers and ad tech vendors are encouraged to provide <strong>consistent reporting<\/strong> on key auction elements so that auction participants aren\u2019t operating with incomplete information \u2014 which could lead to mispricing or suboptimal ROI. (<a title=\"The MRC Publishes Industry\u2019s First Ad Auction Standards for which OMD Global Chief Strategy Officer Ben Hovaness Led the Steering Committee \u2013 OMD\" href=\"https:\/\/www.omd.com\/the-mrc-publishes-industrys-first-ad-auction-standards-for-which-omd-global-chief-strategy-officer-ben-hovaness-led-the-steering-committee\/?utm_source=chatgpt.com\">omd.com<\/a>)<\/p>\n<p>MRC stressed that it is <strong>not trying to dictate how auctions <em>must<\/em> be designed<\/strong> (e.g., forcing a particular auction format), but rather to establish <strong>how auction rules and outcomes should be disclosed and reported<\/strong> so all parties can understand them. (<a title=\"Going, Going, Gone: MRC Finalizes Ad Auction Standards 01\/29\/2026\" href=\"https:\/\/www.mediapost.com\/publications\/article\/412394\/going-going-gone-mrc-finalizes-ad-auction-stand.html?utm_source=chatgpt.com\">MediaPost<\/a>)<\/p>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"_Industry_Reactions_Commentary\"><\/span>\u00a0Industry Reactions &amp; Commentary<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"_Support_from_Media_Leaders\"><\/span>\u00a0Support from Media Leaders<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Industry figures like <strong>Ben Hovaness, Global Chief Media Officer at OMD<\/strong>, have praised the standards for providing a framework that lets advertisers \u201cvalidate outcomes, improve their bid strategies, and reduce waste that never reaches working media.\u201d This reflects a broader desire for <strong>clarity and accountability<\/strong> in digital media buying. (<a title=\"Going, Going, Gone: MRC Finalizes Ad Auction Standards 01\/29\/2026\" href=\"https:\/\/www.mediapost.com\/publications\/article\/412394\/going-going-gone-mrc-finalizes-ad-auction-stand.html?utm_source=chatgpt.com\">MediaPost<\/a>)<\/p>\n<h3><span class=\"ez-toc-section\" id=\"_Some_Controversy_and_Debate\"><\/span>\u00a0Some Controversy and Debate<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Not everyone is aligned on every detail: during the draft comment phase, groups such as the <strong>Check My Ads Institute<\/strong> raised objections to aspects of the draft standards, and at least one major platform reportedly did not participate in the initiative. This underscores ongoing <strong>tension between transparency advocates and stakeholders concerned about complexity or competitive risk<\/strong>. (<a title=\"Going, Going, Gone: MRC Finalizes Ad Auction Standards 01\/29\/2026\" href=\"https:\/\/www.mediapost.com\/publications\/article\/412394\/going-going-gone-mrc-finalizes-ad-auction-stand.html?utm_source=chatgpt.com\">MediaPost<\/a>)<\/p>\n<p>However, proponents argue that <strong>even voluntary adoption could shift industry norms<\/strong> by rewarding platforms that disclose more information and encouraging others to follow suit. (<a title=\"The MRC Publishes Industry\u2019s First Ad Auction Standards for which OMD Global Chief Strategy Officer Ben Hovaness Led the Steering Committee \u2013 OMD\" href=\"https:\/\/www.omd.com\/the-mrc-publishes-industrys-first-ad-auction-standards-for-which-omd-global-chief-strategy-officer-ben-hovaness-led-the-steering-committee\/?utm_source=chatgpt.com\">omd.com<\/a>)<\/p>\n<h3><span class=\"ez-toc-section\" id=\"_Broader_Transparency_Trend\"><\/span>\u00a0Broader Transparency Trend<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>This move fits into a <strong>wider industry push<\/strong> toward transparency in ad tech \u2014 with other efforts like the IAB Tech Lab\u2019s auction definitions and measurement specs helping create standardized definitions and frameworks for digital auction mechanics and reporting. (<a title=\"IAB Tech Lab defines digital auction mechanics for ad buyers\" href=\"https:\/\/ppc.land\/iab-tech-lab-defines-digital-auction-mechanics-for-ad-buyers\/?utm_source=chatgpt.com\">PPC Land<\/a>)<\/p>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"_Summary\"><\/span>\u00a0Summary<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<table>\n<thead>\n<tr>\n<th>Topic<\/th>\n<th>Key Detail<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td><strong>Standards Released<\/strong><\/td>\n<td><strong>Digital Advertising Auction Transparency<\/strong> standards by the MRC. (<a title=\"Going, Going, Gone: MRC Finalizes Ad Auction Standards 01\/29\/2026\" href=\"https:\/\/www.mediapost.com\/publications\/article\/412394\/going-going-gone-mrc-finalizes-ad-auction-stand.html?utm_source=chatgpt.com\">MediaPost<\/a>)<\/td>\n<\/tr>\n<tr>\n<td><strong>Purpose<\/strong><\/td>\n<td>Increase transparency in auction rules, pricing, scoring and reporting across digital channels. (<a title=\"Going, Going, Gone: MRC Finalizes Ad Auction Standards 01\/29\/2026\" href=\"https:\/\/www.mediapost.com\/publications\/article\/412394\/going-going-gone-mrc-finalizes-ad-auction-stand.html?utm_source=chatgpt.com\">MediaPost<\/a>)<\/td>\n<\/tr>\n<tr>\n<td><strong>Coverage<\/strong><\/td>\n<td>Display, text, video, audio, search, social, retail media, CTV and addressable TV auctions. (<a title=\"Going, Going, Gone: MRC Finalizes Ad Auction Standards 01\/29\/2026\" href=\"https:\/\/www.mediapost.com\/publications\/article\/412394\/going-going-gone-mrc-finalizes-ad-auction-stand.html?utm_source=chatgpt.com\">MediaPost<\/a>)<\/td>\n<\/tr>\n<tr>\n<td><strong>Development<\/strong><\/td>\n<td>Multi\u2011stakeholder collaboration with public comment period. (<a title=\"MRC Issues Draft Version of Digital Advertising Auction Transparency Standards\" href=\"https:\/\/www.mediaratingcouncil.org\/sites\/default\/files\/News\/091925%20MRC%20Digital%20Advertising%20Auction%20Transparency%20Standards%20Public%20Comment%20PR%20FINAL.pdf?utm_source=chatgpt.com\">mediaratingcouncil.org<\/a>)<\/td>\n<\/tr>\n<tr>\n<td><strong>Adoption<\/strong><\/td>\n<td>Voluntary standards to be used in MRC\u2019s voluntary accreditation audits. (<a title=\"Going, Going, Gone: MRC Finalizes Ad Auction Standards 01\/29\/2026\" href=\"https:\/\/www.mediapost.com\/publications\/article\/412394\/going-going-gone-mrc-finalizes-ad-auction-stand.html?utm_source=chatgpt.com\">MediaPost<\/a>)<\/td>\n<\/tr>\n<tr>\n<td><strong>Industry Significance<\/strong><\/td>\n<td>Helps advertisers and agencies understand auction mechanics; part of a broader transparency trend. (<a title=\"The MRC Publishes Industry\u2019s First Ad Auction Standards for which OMD Global Chief Strategy Officer Ben Hovaness Led the Steering Committee \u2013 OMD\" href=\"https:\/\/www.omd.com\/the-mrc-publishes-industrys-first-ad-auction-standards-for-which-omd-global-chief-strategy-officer-ben-hovaness-led-the-steering-committee\/?utm_source=chatgpt.com\">omd.com<\/a>)<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"_Bottom_Line\"><\/span>\u00a0Bottom Line<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The MRC\u2019s final standards represent a major step in <strong>formalizing transparency expectations<\/strong> around digital ad auctions \u2014 an area that has historically been opaque yet fundamental to how modern digital advertising is bought and sold. If widely adopted, these standards could help advertisers make more informed decisions, reduce inefficiencies, and build stronger trust across the media ecosystem. (<a title=\"Going, Going, Gone: MRC Finalizes Ad Auction Standards 01\/29\/2026\" href=\"https:\/\/www.mediapost.com\/publications\/article\/412394\/going-going-gone-mrc-finalizes-ad-auction-stand.html?utm_source=chatgpt.com\">MediaPost<\/a>)<\/p>\n<hr \/>\n<p>Here\u2019s a <strong>case\u2011study\u2013focused overview<\/strong> and <strong>industry reactions<\/strong> to the <strong>Media Rating Council (MRC)\u2019s release of its final <em>Digital Advertising Auction Transparency Standards<\/em><\/strong> \u2014 with real\u2011world context, use examples, and commentary on what the standards are, why they matter, and how the industry is reacting:<\/p>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Case_Study_1_%E2%80%94_Auction_Transparency_Standards_in_Practice\"><\/span><strong>Case Study 1 \u2014 Auction Transparency Standards in Practice<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"_Background\"><\/span>\u00a0Background<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The <strong>MRC<\/strong> has finalized a set of <strong>Digital Advertising Auction Transparency Standards<\/strong> aimed at shedding light on how digital ad auctions operate \u2014 especially in <em>programmatic, search, social and streaming<\/em> media marketplaces where bidding and pricing rules have been largely opaque. (<a title=\"Going, Going, Gone: MRC Finalizes Ad Auction Standards 01\/29\/2026\" href=\"https:\/\/www.mediapost.com\/publications\/article\/412394\/going-going-gone-mrc-finalizes-ad-auction-stand.html?utm_source=chatgpt.com\">MediaPost<\/a>)<\/p>\n<p>These standards were developed collaboratively with major industry groups, such as the <strong>American Association of Advertising Agencies (4A\u2019s)<\/strong>, <strong>ANA<\/strong>, the <strong>IAB Tech Lab<\/strong>, <strong>World Federation of Advertisers (WFA)<\/strong>, and with involvement from agencies, publishers, auctioneers and tech vendors. (<a title=\"MRC Digital Advertising Auction\" href=\"https:\/\/mediaratingcouncil.org\/sites\/default\/files\/Standards\/MRC_Digital_Advertising_Auction_Transparency_Standards_PUBLIC%20COMMENT_DRAFT.pdf?utm_source=chatgpt.com\">mediaratingcouncil.org<\/a>)<\/p>\n<h3><span class=\"ez-toc-section\" id=\"_What_the_Standards_Require\"><\/span>\u00a0What the Standards Require<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The final standards require digital auctioneers to disclose key elements of their auction systems \u2014 including:<\/p>\n<ul>\n<li><strong>Type of auction formats<\/strong> used (e.g., first\u2011price, secondary pricing).<\/li>\n<li><strong>How winners are selected and priced<\/strong> after bidding.<\/li>\n<li><strong>Usage of reserve prices<\/strong> and how they change over time.<\/li>\n<li><strong>Use of bid\/budget signals<\/strong> in adjusting auction behavior.<\/li>\n<li><strong>Frequency and disclosure of rule changes<\/strong> in auction mechanics.<\/li>\n<li><strong>Reporting of key auction outcomes and visibility into mechanics.<\/strong> (<a title=\"Going, Going, Gone: MRC Finalizes Ad Auction Standards 01\/29\/2026\" href=\"https:\/\/www.mediapost.com\/publications\/article\/412394\/going-going-gone-mrc-finalizes-ad-auction-stand.html?utm_source=chatgpt.com\">MediaPost<\/a>)<\/li>\n<\/ul>\n<p>This level of disclosure is intended to help advertisers and agencies <strong>understand pricing and strategy outcomes<\/strong>, benchmark performance, and reduce budget inefficiencies tied to opaque auction processes. (<a title=\"Going, Going, Gone: MRC Finalizes Ad Auction Standards 01\/29\/2026\" href=\"https:\/\/www.mediapost.com\/publications\/article\/412394\/going-going-gone-mrc-finalizes-ad-auction-stand.html?utm_source=chatgpt.com\">MediaPost<\/a>)<\/p>\n<h3><span class=\"ez-toc-section\" id=\"_Why_It_Matters_%E2%80%94_Practical_Example\"><\/span>\u00a0Why It Matters \u2014 Practical Example<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Before these standards, many marketers operated blind in key bidding environments like programmatic display and <strong>\u201cwalled gardens\u201d<\/strong> where platforms did <strong>not clearly disclose how auction mechanics influence pricing or winner selection<\/strong>. Industry figures estimate around <strong>80\u202f% of digital ad sales occur in closed\u2011loop systems<\/strong> where transparency is limited. (<a title=\"Advertisers push Big Tech to adopt standards for transparency in ad sales\" href=\"https:\/\/www.livemint.com\/companies\/advertisers-push-big-tech-to-adopt-standards-for-transparency-in-ad-sales-11759924121177.html?utm_source=chatgpt.com\">mint<\/a>)<\/p>\n<p>With these standards, buyers can fairly compare platforms, understand <em>why<\/em> they paid certain prices, and adjust bidding strategies accordingly \u2014 ideally reducing waste and improving ROI on ad spend.<\/p>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"Case_Study_2_%E2%80%94_Adoption_and_Accreditation_Impact\"><\/span><strong>Case Study 2 \u2014 Adoption and Accreditation Impact<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"_Voluntary_Adoption_MRC_Accreditation\"><\/span>\u00a0Voluntary Adoption &amp; MRC Accreditation<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>While the new transparency standards are <strong>voluntary<\/strong>, the MRC will apply them in its <strong>accreditation audits<\/strong> \u2014 meaning platforms that follow the disclosure guidelines can seek <em>MRC accreditation<\/em> to signal openness and compliance. (<a title=\"Going, Going, Gone: MRC Finalizes Ad Auction Standards 01\/29\/2026\" href=\"https:\/\/www.mediapost.com\/publications\/article\/412394\/going-going-gone-mrc-finalizes-ad-auction-stand.html?utm_source=chatgpt.com\">MediaPost<\/a>)<\/p>\n<p>For example, companies already adhering to rigorous measurement standards \u2014 such as <strong>Integral Ad Science<\/strong> and <strong>DoubleVerify<\/strong> \u2014 have previously earned MRC accreditation for <strong>impressions, viewability and fraud filtering<\/strong> metrics. Although not the same as the new auction standards, their existing accreditation signals to advertisers that transparent, third\u2011party audited metrics improve trust in campaign measurement. (<a title=\"INTEGRAL AD SCIENCE EARNS MRC ACCREDITATION FOR REPORTING OF IMPRESSIONS, VIEWABILITY AND INVALID TRAFFIC ON AMAZON PROPERTIES\" href=\"https:\/\/www.prnewswire.com\/news-releases\/integral-ad-science-earns-mrc-accreditation-for-reporting-of-impressions-viewability-and-invalid-traffic-on-amazon-properties-302613226.html?utm_source=chatgpt.com\">PR Newswire<\/a>)<\/p>\n<p>These earlier accreditation cases serve as <strong>precedents<\/strong> showing how MRC standards drive <em>industry confidence<\/em> in measurement quality and transparency.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"_Institutional_Context\"><\/span>\u00a0Institutional Context<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Similar efforts \u2014 like IAB Tech Lab\u2019s <em>Programmatic Auction Definitions<\/em> \u2014 aim to create standardized language and technical norms around auctions, complementing the MRC\u2019s transparency requirements so that both buyers and sellers share a common understanding of auction mechanics. (<a title=\"IAB Tech Lab defines digital auction mechanics for ad buyers\" href=\"https:\/\/ppc.land\/iab-tech-lab-defines-digital-auction-mechanics-for-ad-buyers\/?utm_source=chatgpt.com\">PPC Land<\/a>)<\/p>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"_Industry_Expert_Commentary\"><\/span>\u00a0Industry &amp; Expert Commentary<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"Support_from_Agencies_and_Advertisers\"><\/span><strong>Support from Agencies and Advertisers<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Officials from agencies such as <strong>OMD<\/strong>, who helped steer the standards initiative, say the transparency framework is meant to give advertisers a <strong>\u201cbaseline for disclosure and reporting\u201d<\/strong> so they can validate outcomes, refine bid strategies, and <em>reduce wasted spend<\/em>. This is especially important as automation and AI play larger roles in bidding. (<a title=\"Going, Going, Gone: MRC Finalizes Ad Auction Standards 01\/29\/2026\" href=\"https:\/\/www.mediapost.com\/publications\/article\/412394\/going-going-gone-mrc-finalizes-ad-auction-stand.html?utm_source=chatgpt.com\">MediaPost<\/a>)<\/p>\n<p>In separate coverage, industry observers had urged big tech platforms to adopt stronger transparency norms after marketers pushed for clearer auction rules, winner logic, and pricing methods \u2014 demonstrating growing demand for standards like these. (<a title=\"Exclusive | Advertisers Push Big Tech to Adopt Standards for Transparency in Ad Sales\" href=\"https:\/\/www.wsj.com\/articles\/advertisers-push-big-tech-to-adopt-standards-for-transparency-in-ad-sales-8434f924?gaa_at=eafs&amp;gaa_n=AWEtsqeFaVQda0u5EMVPtLXedC9isrXnOwq666angeuMIG_mS-2nyjpbrkSP&amp;gaa_sig=bYC72oRTweY1xgKFxx3WGPko6RusT86yU3rRPtvn-r96U3Fq-meVKR81bYtQFzAP4lsOYu-bA1SyjEl547Q9rw%3D%3D&amp;gaa_ts=697df6b4&amp;utm_source=chatgpt.com\">The Wall Street Journal<\/a>)<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Criticism_Gaps_Debate\"><\/span><strong>Criticism, Gaps &amp; Debate<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Not all feedback has been positive or uniform:<\/p>\n<ul>\n<li>During the <em>draft<\/em> period, groups such as the <strong>Check My Ads Institute<\/strong> filed formal comments objecting to certain elements of the proposed standards.<\/li>\n<li>At least one major advertising tech platform (reportedly Google) <em>did not participate<\/em> in the development, highlighting lingering industry friction.<br \/>\nEven supporters of transparency note that because the standards are voluntary, they rely on <em>market incentives rather than mandates<\/em>, and advertisers may still face opaque systems if some auctioneers choose not to adopt. (<a title=\"Going, Going, Gone: MRC Finalizes Ad Auction Standards 01\/29\/2026\" href=\"https:\/\/www.mediapost.com\/publications\/article\/412394\/going-going-gone-mrc-finalizes-ad-auction-stand.html?utm_source=chatgpt.com\">MediaPost<\/a>)<\/li>\n<\/ul>\n<p>Independent experts have suggested that <strong>standards without mandatory adoption can create \u201cfalse confidence\u201d<\/strong> if platforms report selectively or retain proprietary mechanics, meaning buyers must still evaluate adoption rigorously. (<a title=\"Advertisers push Big Tech to adopt standards for transparency in ad sales\" href=\"https:\/\/www.livemint.com\/companies\/advertisers-push-big-tech-to-adopt-standards-for-transparency-in-ad-sales-11759924121177.html?utm_source=chatgpt.com\">mint<\/a>)<\/p>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"_Key_Insights_Takeaways\"><\/span>\u00a0Key Insights &amp; Takeaways<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<table>\n<thead>\n<tr>\n<th>Theme<\/th>\n<th>Key Point<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td><strong>Purpose of Standards<\/strong><\/td>\n<td>Promote disclosure and reporting of digital auction rules and outcomes so buyers understand pricing and allocation. (<a title=\"Going, Going, Gone: MRC Finalizes Ad Auction Standards 01\/29\/2026\" href=\"https:\/\/www.mediapost.com\/publications\/article\/412394\/going-going-gone-mrc-finalizes-ad-auction-stand.html?utm_source=chatgpt.com\">MediaPost<\/a>)<\/td>\n<\/tr>\n<tr>\n<td><strong>Mechanics Covered<\/strong><\/td>\n<td>Auction formats, winner determination, bid and reserve logic, reporting frequency, and rule change transparency. (<a title=\"Going, Going, Gone: MRC Finalizes Ad Auction Standards 01\/29\/2026\" href=\"https:\/\/www.mediapost.com\/publications\/article\/412394\/going-going-gone-mrc-finalizes-ad-auction-stand.html?utm_source=chatgpt.com\">MediaPost<\/a>)<\/td>\n<\/tr>\n<tr>\n<td><strong>Accreditation Role<\/strong><\/td>\n<td>Standards will be part of voluntary <em>MRC accreditation audits<\/em> to recognize transparent auction platforms. (<a title=\"Going, Going, Gone: MRC Finalizes Ad Auction Standards 01\/29\/2026\" href=\"https:\/\/www.mediapost.com\/publications\/article\/412394\/going-going-gone-mrc-finalizes-ad-auction-stand.html?utm_source=chatgpt.com\">MediaPost<\/a>)<\/td>\n<\/tr>\n<tr>\n<td><strong>Industry Collaboration<\/strong><\/td>\n<td>Developed with support from major agencies, advertisers, trade bodies, and tech stakeholders. (<a title=\"MRC Digital Advertising Auction\" href=\"https:\/\/mediaratingcouncil.org\/sites\/default\/files\/Standards\/MRC_Digital_Advertising_Auction_Transparency_Standards_PUBLIC%20COMMENT_DRAFT.pdf?utm_source=chatgpt.com\">mediaratingcouncil.org<\/a>)<\/td>\n<\/tr>\n<tr>\n<td><strong>Reactions<\/strong><\/td>\n<td>Broad support for increased clarity, but debate about participation, voluntary nature, and reliance on self\u2011reporting. (<a title=\"Advertisers push Big Tech to adopt standards for transparency in ad sales\" href=\"https:\/\/www.livemint.com\/companies\/advertisers-push-big-tech-to-adopt-standards-for-transparency-in-ad-sales-11759924121177.html?utm_source=chatgpt.com\">mint<\/a>)<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"_What_This_Means_for_Advertisers\"><\/span>\u00a0What This Means for Advertisers<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li>If widely adopted, these standards could help advertisers:\n<ul>\n<li><strong>Accurately compare platforms<\/strong> by knowing how auctions work.<\/li>\n<li><strong>Optimize bidding strategies<\/strong> based on known pricing mechanisms.<\/li>\n<li><strong>Identify inefficiencies or hidden fees<\/strong> that erode campaign ROI.<\/li>\n<li><strong>Reward transparent platforms<\/strong> with better data for planning and accountability. (<a title=\"Going, Going, Gone: MRC Finalizes Ad Auction Standards 01\/29\/2026\" href=\"https:\/\/www.mediapost.com\/publications\/article\/412394\/going-going-gone-mrc-finalizes-ad-auction-stand.html?utm_source=chatgpt.com\">MediaPost<\/a>)<\/li>\n<\/ul>\n<\/li>\n<li>However, since adoption is voluntary, <strong>marketers should verify<\/strong> which platforms incorporate the standards in their operations and what level of disclosure they commit to before relying on them entirely. (<a title=\"Advertisers push Big Tech to adopt standards for transparency in ad sales\" href=\"https:\/\/www.livemint.com\/companies\/advertisers-push-big-tech-to-adopt-standards-for-transparency-in-ad-sales-11759924121177.html?utm_source=chatgpt.com\">mint<\/a>)<\/li>\n<\/ul>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"_Summary-2\"><\/span>\u00a0Summary<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The <strong>MRC\u2019s final <em>Digital Advertising Auction Transparency Standards<\/em><\/strong> represent a meaningful step toward <em>clarifying the previously opaque world of digital ad auctions<\/em> by setting common disclosure norms across formats like display, search, streaming, social and CTV. Through voluntary adoption and accreditation incentives, they aim to give advertisers and agencies better insight into how pricing and outcomes are determined \u2014 though some debate remains about participation, enforcement and reliance on voluntary compliance. (<a title=\"Going, Going, Gone: MRC Finalizes Ad Auction Standards 01\/29\/2026\" href=\"https:\/\/www.mediapost.com\/publications\/article\/412394\/going-going-gone-mrc-finalizes-ad-auction-stand.html?utm_source=chatgpt.com\">MediaPost<\/a>)<\/p>\n<hr \/>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; \u00a0What the MRC\u2019s Final Standards Are The Media Rating Council (MRC) \u2014 a long\u2011standing independent industry organization that audits and accredits media measurement practices&#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[270,90],"tags":[],"class_list":["post-18926","post","type-post","status-publish","format-standard","hentry","category-digital-marketing","category-news-update"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>MRC Releases Final Standards for Digital Advertising Auction Transparency - Lite14 Tools &amp; 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