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DoubleClick Go Ahead from Ratings Bodies
Digital ad company DoubleClick has been certified by the Interactive Advertising Bureau (IAB) and its measurement accredited by the Media Rating Council (MRC). The news follows recent support for IAB's measurement standards from major advertisers.
MRC accreditation certifies that DoubleClick's DART ad-serving platform adheres to industry standards for counting digital ad impressions, as do the operational and security practices for its counting and reporting.
'DoubleClick was the first company to publish a public impression counting methodology and has long been the industry leader in counting standards,' according to CEO David Rosenblatt. 'The current process standardized by the MRC moves the entire industry forward to a higher level of accuracy and accountability for impression counts. DoubleClick is proud to have participated from the beginning...'. George Ivie, Executive Director of the MRC returns the complement, saying DoubleClick's efforts and accreditation will help to move the industry forward.
The IAB standards were agreed in November 2004 by representatives from online publishing and ad-serving vendors across North America, Latin America, Europe and Asia. MRC accreditation requires DoubleClick to submit to thorough annual audits of its procedures by CPA firms engaged by the MRC.
The IAB and MRC have recently made notable strides in establishing online measurement standards – see recent DRNO articles Advertisers Demand Online Audits www.mrweb.com/drno/news5819.htm and IAB to Define The Click www.mrweb.com/drno/news5792.htm .
The MRC, online at www.mediaratingcouncil.org , is a non-profit industry association whose goal is to ensure measurement services that are valid, reliable and effective. It currently audits around 45 syndicated research products. DoubleClick has global headquarters in New York City and maintains 21 offices around the world to serve its more than 1,500 clients. It is online at www.doubleclick.com . The IAB can be found at www.iab.net .
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