DoubleVerify Tools Receive MRC Approval

In New York, online ad verification service DoubleVerify has received accreditation from the Media Rating Council (MRC) for its suite of verification and viewability products.

DoubleVerify is used to check that ads are placed above the online 'fold' - specifically, that 50% or more of an ad is seen in the browser window for at least one second. This service captures two views of the same impression through the use of integrated pixel tracking and web-based crawlers called Virtual Visitors.

MRC accreditation certifies that DoubleVerify's procedures adhere to industry accepted guidelines for digital campaign measurement, including the IAB's Ad Verification Guidelines and IAB's Display Ad Impression Measurement Guidelines.

CEO and President Wayne Gattinella (pictured) comments: 'Achieving MRC accreditation confirms that the solutions that DoubleVerify has pioneered over the years to drive online media transparency and accountability are proven effective. Importantly, we are the first company to receive MRC accreditation for measuring ad placement and competitive separation - capabilities vital to ensuring quality online campaign performance.'

Web site: www.doubleverify.com .