MRC Accredits Vindico Viewability Metric

In the US, digital video ad platform Vindico has received MRC accreditation for the first time for its video viewable impression measurement solution; and renewed accreditation for its digital video and display ad impressions and clicks metrics.

The firm's viewability measurement allows users to check if ads met the minimum threshold for a Viewable Impression established by the MRC's guidelines. The renewed thumbs-up for its measure of digital ad impression quality means the firm continues to comply with the MRC's Minimum Standards for Media Rating Research as well as the ad measurement guidelines published by the IAB.

Vindico, which was the first demand-side video ad server to be accredited by the MRC, is part of cloud-based ad technology provider Viant, which was founded in 1999 and is also the owner of Specific Media and Myspace. Vindico CRO Jeff Collins says of the award: 'As part of a comprehensive suite of digital ad management solutions provided through the Viant Advertising Cloud, Vindico continues to lead the fastest growing component of the advertising ecosystem, digital video. Now our clients can be reassured that key aspects of our innovative viewability solution have been tested and validated by the MRC'.

George W. Ivie (pictured), the MRC's Executive Director and CEO, comments: 'The advertising industry is working diligently to adopt solutions that measure viewability and deliver inventory which meets the criteria for viewable impressions. Vindico has consistently been an important leader in providing video advertising solutions that enable greater accountability throughout the industry'.

Last week, the MRC accredited the video ad viewability measurement offering of a rival provider, Extreme Reach.

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