Verification Specialists Adloox Become Only European Business to Receive MRC Accreditation for Advanced Mobile and Video Ad Fraud

London, UK – Adloox, the audit verification company, is now officially accredited by MRC for its desktop digital video viewable ad impressions, mobile web display served ad impressions, and mobile web SIVT (Sophisticated Invalid Traffic). These Video and Mobile certifications sit neatly alongside Adloox’s other accreditations in Display Viewability, Desktop General Invalid Traffic (fraud) and the more advanced SIVT.

Adloox now has more MRC verification accreditations than the more recognised US vendors, including the recently acquired Moat. This is particularly impressive considering Adloox is an independent and European-born company, with far less access to investor funding. The company also only uses its own proprietary tech, with no reliance on other 3rd party partners for its advanced ad fraud, brand safety and viewability solutions.

“The MRC currently sets the most rigorous standards in the world when it comes to ad verification accreditation, so we’re extremely proud to be receiving these accolades, especially considering the importance of Mobile and Video as the fastest growing industry channels today. It’srecognition that Adloox isn’t just a European champion, but a global leader in ad verification technology. We’re committed to driving up standards and empowering digital clients to tackle this issue directly”. Marco Ricci CEO, Adloox.

“We congratulate Adloox for earning MRC accreditation for these additional areas of its measurements,” added George W. Ivie, Executive Director and CEO of MRC. “Users of the service now can have added confidence that the accredited data on which they are basing their ad investment decisions has been found to adhere to MRC’s rigorous industry standards, making Adloox’s clients the real beneficiaries of this achievement.”

The new accreditations come at a crucial time for the advertising world, with some estimates suggesting 40 percent of programmatic budgets are being wasted. Research carried out by Adloox and The&Partnership earlier this year found that advertisers stand to lose $16.4bn to ad fraud in 2017 – over double previous industry estimates.

Marco Ricci, CEO of Adloox, added, “With billions being lost every year to ad fraud and with increasing concern over viewability and brand safety, ad verification is becoming a major priority for brands and publishers. Advertisers are becoming less and less willing to settle for the benchmarks being given to them by agencies using non-transparent verification tools and are demanding the most effective and efficient ad verification solutions. Why settle for 40 percent viewability when you can reach 80 percent? Or accept that 5-15 percent of your ads will end up on non-brand safe websites, when Adloox has proven you can get that figure down to under 0.2 percent?

Advertisers are starting to see the step-change in success. Brands in the US are seeing a +80 percent decrease in brand safety and ad fraud issues, when switching from their usual verification solutions to Adloox’s more rigorous user-centric approach to ad verification.

About Adloox

Adloox is the only Audit Verification Company. Created in 2009, Adloox offers the deepest Brand Safety, Fraud and Viewability data analysis in the digital market today. Adloox has developed its own Auditing Index, allowing both Buy and Sell side partners to detect inefficient traffic at a much deeper (user-centric) level. Clients use Adloox to optimise their campaign efficiency on the fly, and detect the most granular domain/traffic level inefficiencies in both Pre and Post Bid. Adloox is able to detect and remove all GIVT and SIVT categories of NHT Ad fraud, across all devices including Mobile in-app. With Offices in New York, London, and Paris, and Clients across 5 Continents including the US, Europe and Asia, Adloox track and verify billions of impressions every day for their clients, through their core foundations in innovative technology and premium service.

About MRC

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 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 approximately 110 research products are audited by MRC. Additional information about MRC can be found at