Daily Research News Online no. 32934 - MRC Targeting Accreditation for DoubleVerify

MRC Targeting Accreditation for DoubleVerify

March 8 2022

In the US, digital media measurement and analytics provider DoubleVerify (DV) has received accreditation from the Media Rating Council (MRC) across its suite of programmatic targeting services.

Mark Zagorski Acquired by private equity firm Providence Equity Partners in 2017, DV offers software that verifies the quality and effectiveness of digital ads. Having first received MRC accreditation in 2013 for its impression quality suite of services and desktop display viewability, the firm has subsequently been accredited for a variety of services, including its video filtering, benchmarks, and connected TV (CTV) fully on-screen and completion metrics.

With this latest MRC accreditation, DV claims to be the only provider currently accredited for predictive viewability targeting as well as property-level ad verification, inclusive of brand suitability and contextual targeting within programmatic media campaigns. The following DV services are now accredited: Fraud/IVT (SIVT and GIVT) Avoidance - for desktop, mobile web, mobile apps, and connected TV (CTV), including platform-wide IVT avoidance; and Display and Video Viewability targeting - for desktop, mobile web and mobile apps.

In addition, the following services have been accredited, at a property level for ad verification for site, page and app-level targeting, in over 30 languages:

Authentic Brand Suitability - which allows advertisers to create a centralized set of brand safety and suitability controls and automatically deploy these controls across multiple programmatic buying platforms and campaigns
Standard Brand Suitability - available for site, page and app classifications, including platform-wide brand safety floor avoidance, along with app-specific segments based on app store Age Rating and App Star Reviews
Standard Contextual and Custom Contextual - which deliver privacy-safe performance by aligning ads to relevant content.

CEO Mark Zagorski (pictured) comments: 'This is an exciting accreditation, continuing our history of innovation and market leadership. We are now accredited broadly across programmatic targeting and post-bid measurement solutions, including for third-party integrated viewability measurement of Facebook. We are committed to delivering solutions with integrity and there is no greater independent validation of our commitment than MRC accreditation'.

Web site: www.doubleverify.com .

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