Jess Lis

Jess Lis serves as Managing Director of the Media Rating Council (MRC), the industry's primary standards and accreditation body for advertising measurement. In this role, she is responsible for the operational oversight of the MRC's accreditation program, which validates the measurement methodologies and reporting practices of companies across the advertising ecosystem — from digital platforms and streaming services to traditional broadcast and print. Her work ensures that the metrics advertisers, agencies, and media owners rely on meet rigorous standards for accuracy, transparency, and consistency. Lis operates at the heart of some of the most pressing challenges in modern AdTech, including the transition away from third-party cookies, the rise of attention-based metrics, cross-platform and cross-media measurement, and the growing complexity of audience verification in privacy-regulated environments. She works closely with a wide range of industry stakeholders — including major publishers, measurement vendors, buy-side platforms, and trade bodies — to develop and refine technical standards governing viewability, invalid traffic (IVT), brand safety, and audience measurement. As a steward of institutional knowledge at the MRC, Lis plays a critical role in maintaining continuity and credibility as the measurement landscape rapidly evolves. Her position makes her a trusted operational voice in industry working groups and standards initiatives, and she is recognized for her ability to translate complex technical and policy debates into actionable accreditation frameworks that serve the broader advertising industry.

Last updated Jun 11, 2026 by ATDb automated enrichment