MRC Accredits DoubleVerify Facebook Measure

In the US, the Media Rating Council (MRC) has accredited marketing measurement software and analytics firm DoubleVerify (DV) for its measurement and reporting of impressions and viewing for display / video ads on Facebook and Instagram.

Acquired by private equity firm Providence Equity Partners in 2017, DV offers software that verifies the quality and effectiveness of digital ads. DV first received MRC accreditation in 2013 for its impression quality suite of services and desktop display viewability. In 2015, the MRC accredited DV for desktop video ad viewability and invalid traffic for both desktop and mobile web, and in 2017 it added accreditation for the detection of invalid traffic within mobile apps.

The latest award marks the first time a third-party solution has been accredited for integrated viewable impression measurement on a large digital platform, such as Facebook. Ad placements accredited as reported by DV include those covered in MRC's earlier audit of the data points collected, processed and passed to third parties through the Facebook and Instagram pipeline process - namely, display and video creatives served within the Facebook Newsfeed on desktop and mobile web, as well as those served on the Facebook and Instagram mobile apps.

George Ivie, Executive Director and CEO of the MRC, says the award represents 'a major achievement'. He continues: 'This first of its kind MRC accreditation, which resulted from an end-to-end audit that included elements of both Facebook's data collection and transmission, and DV's ingestion, processing, and reporting of that data, can give advertisers and others who rely on it the assurances they need that independent, third-party advertising measurement is achievable today on large digital platforms'.

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