DV Wins MRC Seal for Attention Measure

In the US, digital media measurement firm DoubleVerify has received Media Rating Council (MRC) accreditation for its DV Authentic Attention analytics and performance solution.

The award covers all of DV's display and video DV Authentic Attention metrics for desktop, mobile web and mobile app, and marks the first time the MRC has gone beyond the viewability standard to review viewable impression measurement performance. Included in the accredited services are the firm's engagement index, which analyses key user-initiated events occurring while the ad creative is displayed, including user touches, screen orientation, video and audio interactions.; the exposure index, which quantifies an ad's intensity and prominence in terms including viewable time, share of screen, video completion and audibility; and attention benchmarks, which allow advertisers to measure campaigns against others in the industry to maximise impact.

The MRC also granted initial accreditation in nine languages for CTV app ad verification at a property level; continued its accreditation for display and digital video impressions and IVT (invalid traffic) in desktop, mobile web, mobile app and CTV environments, as well as for viewable impressions and property-level ad verification metrics within desktop, mobile web and mobile app environments; and continued approval of DV's third-party integrated reporting of Facebook display and video impressions, viewable impressions and related viewability metrics across screens.

DV CEO Mark Zagorski says, 'Earning MRC accreditation for DV Authentic Attention, in an environment where ad dollars are increasingly scrutinised for accountability, advances our commitment to developing independent media quality and performance solutions that drive campaign outcomes for our global brand customers'. MRC Chief George Ivie comments: 'DV has demonstrated a longstanding commitment to quality measurement through its engagement in the accreditation process, and this addition to its portfolio of MRC-accredited metrics stands as further evidence of the success it's achieved in that regard'.

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.

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