MRC Grants DoubleVerify Accreditation for In-App Viewability, SIVT for Mobile Web and Desktop Traffic and the DV Authentic Impression®

NEW YORK – DoubleVerify, the recognized leader in digital quality solutions, today announced that it has received Media Rating Council (MRC) accreditation for mobile in-app viewability, its sophisticated invalid traffic (SIVT) processes for desktop and mobile web traffic, and the DV Authentic Impression®. The DV Authentic Impression is a key performance indicator ensuring each ad impression is viewable, filtered for sophisticated invalid traffic, and meets the brand safety requirements of the campaign. The company also received continued accreditation for additional facets of its suite of impression quality solutions for desktop and mobile.

DV is MRC accredited for both its certified MRAID and SDK in-app viewability. DV has a robust certification program which helps to ensure measurement accuracy.

Additionally, with the accreditation of the Authentic Impression, DoubleVerify customers can now use this single metric to fuel optimization and targeting in an even greater capacity than before.

“As brand marketers continue to increase their digital advertising budgets, it is imperative that they have accredited third party measurement and protection for all their media investments across desktop and mobile – a challenge that hasn’t been solved until now,” said Matt McLaughlin, COO at DoubleVerify. “We’re proud of our achievement with this accreditation, being able to deliver quality, scalable and trusted data to help build a better industry.”

“We congratulate DoubleVerify for continuing to expand on those measurements it provides that can meet the high standards required to earn MRC accreditation,” added George W. Ivie, Executive Director and CEO of MRC. “Its commitment to transparency and quality is clearly evidenced by this latest achievement, and, as a result, those who rely on DoubleVerify’s accredited services are the biggest beneficiaries.”

DV was also granted continued accreditation by MRC for its metrics within its existing suite of impression quality solutions; including ad viewability for both desktop display and video, brand safety, blocking and geo-target validation for DMA on desktop traffic. 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.

About Media Rating Council (MRC)

The MRC is a non-profit industry association established in 1963 composed of leading television, radio, print and Internet companies, as well as advertisers, advertising agencies and trade associations whose goal is to ensure measurement services that are valid, reliable and effective. Measurement services desiring MRC Accreditation are required to disclose to their customers all methodological aspects of their service; comply with the MRC Minimum Standards for Media Rating Research and other standards MRC produces; and submit to MRC-designed audits to authenticate and illuminate their procedures.  In addition, the MRC membership actively pursues research issues they consider priorities in an effort to improve the quality of research in the marketplace. Currently more than 100 research products are audited by the MRC.

About DoubleVerify

DoubleVerify is the recognized market innovator with the technology and tools that accurately authenticate the quality of digital media and drive ad performance for the world’s largest brands. DV provides media transparency and accountability to deliver the highest level of impression quality for maximum advertising performance. Since 2008, DV has helped hundreds of Fortune 500 companies gain the most from their media spend by delivering best in class solutions across the digital ecosystem that help build a better industry. Learn more at