DoubleVerify, a leading software platform for digital media measurement, data and analytics, today announced that continued accreditation has been granted by the Media Rating Council (MRC) for DV’s desktop, mobile web and mobile in-app measurement in the areas of impressions, viewability measurement, property-level ad verification functions, and sophisticated invalid traffic (SIVT) detection and filtration.
Accreditation by the MRC 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 and ad verification for Desktop, Mobile Web and In-App environments as well as for the Publicis Media Exchange (PMX) requirement for custom viewability.
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“We’ve been working with MRC for many years now to comply with their industry standards and are proud of our continuing achievement with this accreditation,” said Matt McLaughlin, COO at DoubleVerify. “This continuation of MRC accreditation reinforces our mission to provide superior measurement solutions to our agencies and brand partners – powering clarity and confidence in their digital investments.”
In addition, the MRC granted initial accreditation to DV for newly submitted metrics related to select GroupM custom metrics, Video Ad Audibility (Audible Impressions), Video Completion and Quartile, and other ancillary metrics in desktop, mobile web and in-app environments.
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“This latest MRC accreditation once again evidences DoubleVerify’s commitment to protecting marketers’ digital ad spend,” said George W. Ivie, Executive Director and CEO of the MRC. “DV was one of the first ad verification vendors to enter the MRC accreditation process, and has continued to build upon its suite of MRC-accredited measurements since it first achieved accreditation in 2013.”
DV first received MRC accreditation in February 2013 for its impression quality suite of services and desktop display viewability. In 2015, it was accredited by the MRC for desktop video ad viewability and invalid traffic for desktop and mobile web. In 2017, DV received accreditation for its detection of invalid traffic within mobile apps.
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