MRC Continues DoubleVerify Accreditation

In the US, marketing measurement and analytics software firm DoubleVerify (DV) has been granted continued accreditation by the Media Rating Council (MRC) for its desktop, mobile web and mobile in-app measurement across a number of areas.

Acquired by private equity firm Providence Equity Partners in 2017, DV offers software that verifies the quality and effectiveness of digital ads. Its DV Authentic Impression solution provides clients with a single KPI to ensure each ad impression is viewable, fraud-free and meets brand safety requirements; and the firm also offers a suite of media authentication services called IQ Advanced Solutions, to increase the transparency and performance of video and display advertising across mobile and desktop platforms.

DV first received MRC accreditation in 2013 for its impression quality suite of services and measurement of desktop display viewability; desktop video ad viewability and invalid traffic for desktop and mobile web followed in 2015; and in 2017, accreditation for detection of invalid traffic within mobile apps. The MRC has now re-accredited DV for its measurement of impressions, property-level ad verification functions, sophisticated invalid traffic (SIVT) detection and filtration, and viewability. Accreditation covers metrics within DV's existing suite of impression quality solutions, including the DV Authentic Impression, invalid traffic and fraud filtration, display and video ad viewability, ad verification, and geo-target validation for DMA on desktop traffic.

The body has also approved DV's measurement of mobile app viewing, which includes implementations using the IAB Tech Lab's Open Measurement Software Development Kit (OM SDK); and it has accredited DV's measurement of certain custom viewability metrics that meet or exceed the MRC Viewable Impression Measurement Guidelines' required thresholds for viewability.

George Ivie (pictured), MRC Executive Director and CEO, comments: 'DoubleVerify has been a longstanding leader in the ad verification space, as evidenced by its accreditation by MRC for these functions since 2013. Earning MRC accreditation for its mobile in-app viewability capabilities, inclusive of its OM SDK enabled in-app measurements, represents yet another example of DV's commitment to continue to build upon its industry leadership position'.

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