Impact's Forensiq Earns MRC Accreditation

In New York, marketing tech company Impact has received Media Rating Council (MRC) accreditation for sophisticated invalid traffic (SIVT) detection for in-app display and video served impressions in its ad fraud protection solution Forensiq.

Acquired by Impact in 2016, Forensiq uses machine learning and bot fingerprinting to identify and block evolving forms of IVT, including fraudulent traffic, leaving only viewable impressions served to humans.

The tool has now been MRC accredited for its display and video served impressions measurement (desktop, mobile web and in-app) and display and video viewing measurement (desktop and mobile web). The accreditation also marks compliance with the SIVT provisions of MRC's Invalid Traffic Detection and Filtration guidelines (desktop, mobile web and in-app).

George Ivie (pictured), the Council's Executive Director and CEO, comments: 'Forensiq is among a small handful of companies to date that have received MRC accreditation for its SIVT detection for in-app display and video served impressions functionality, which demonstrates its role as an industry leader in the multi-platform evolution of ad solutions to screen for invalid traffic'.

Web sites: www.impact.com and www.mediaratingcouncil.org .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.