DoubleVerify MRC Accreditation: How Can CTV Advertisers Benefit?

DoubleVerify (DV), a prominent software platform for digital media measurement, data, and analytics, said today that it has gained Media Rating Council (MRC) accreditation for video filtering, benchmarking, and Connected TV ( CTV) entirely full-screen along with completion metrics.  

To elaborate on the newly recognized DV solutions, let us start with metrics for CTV fully-on-screen. With this functionality, it is possible to measure whether all pixels are in view, if the TV screen was turned off, and quartile completion, offering valuable insights – when the viewability technology is not currently enabled, 

The unique components of DV’s completely on-screen completion measurement solve existing viewability problems for CTV advertisers.

Now to talk about Benchmarks, the MRC certification of DoubleVerify’s benchmarks means that these cross-industry performance measures that compare a brand’s performance to others in a given vertical or across all measured traffic have been approved by the MRC.

Mark Zagorski, CEO of DoubleVerify said on record – 

Earning MRC accreditations for industry-first solutions across CTV and video environments, where investments continue to surge, reinforces our mission to help make the digital ad ecosystem stronger, safer and more secure, by providing superior media quality and performance solutions to our global brand customers

Another important solution is that of Video Filtering. It is part of DV Video Complete, which allows marketers to assess campaign quality holistically and enhance brand protection across all video contexts and platforms, such as CTV, mobile, and desktop. 

Furthermore, even in settings where typical video blocking technology is not available, video filtering prevents advertising from being displayed. This DV reported measure is valid, trustworthy, and effective, according to MRC certification.  

Zagorski further added – 

These new accreditations help us give advertisers continued clarity and confidence in their digital investments

The MRC also granted continued accreditation for display and digital video impressions, viewable impressions, and IVT (invalid traffic) in desktop, mobile web, mobile application, and CTV environments. 

Viewable impressions and property-level ad verification metrics in desktop, mobile web, and mobile application environments –  were also granted. 

The continuance of DV’s MRC certification, as well as first-time accreditations for the DoubleVerify metrics mentioned earlier, demonstrates that the company continues to develop and launch new products while adhering to the industry’s highest standards. 

George W. Ivie, Executive Director and CEO of the MRC commented – 

DoubleVerify’s participation in the MRC’s accreditation process since 2013 has demonstrated its capabilities in keeping pace with evolving industry trends, such as with this most recent expansion of its accredited metric offerings in the CTV environment 

He also said that this participation has most significantly demonstrated DV’s commitment to assisting marketers in better protecting their digital ad spend, regardless of where those advertisements appear. 

In February 2013, DV gained MRC approval for its impression quality package of services and desktop display viewability for the first time. The MRC awarded its accreditation for desktop video ad viewability and invalid traffic for desktop and mobile web in 2015. 

DV was awarded certification in 2017 for detecting invalid traffic in mobile applications. Last year, the firm was awarded MRC accreditation for impression measuring in CTV as well as third-party integrated measurement on Facebook.