DoubleVerify Gains MRC Accreditation For Attention Measurement Solution

DoubleVerify has received Media Rating Council (MRC) accreditation for its DV Authentic Attention metrics, the company’s attention-based analytics and performance solution (lead image: Mark Zagorski, DoubleVerify CEO).

The new accreditation covers Double Verify’s full set of display and video Authentic Attentionmetrics for desktop, mobile web, and mobile app. This is the first time the MRC has reviewed Double Verify’s advanced analytics beyond the viewability standard into viewable impression measurement performance.

“Earning MRC accreditation for DV Authentic Attention, in an environment where ad dollars are increasingly scrutinised for accountability, advances our commitment to develop independent media quality and performance solutions that drive campaign outcomes for our global brand customers,” said Zagorski.

There are a few components to the newly accredited solution, including an Engagement Index that analyses key user-initiated events while the ad creative is displayed, including user touches, screen orientation, video playback, and audio control interactions.

An Exposure Index evaluates an ad’s entire presentation, quantifying its intensity and prominence through metrics that include viewable time, share of screen, video completion, audibility, and more. The Attention Benchmarks performance metrics enable advertisers to understand, measure, and optimise their campaigns against others in the industry to maximise impact.

The MRC granted initial accreditation in nine languages (Chinese, English, German, Hindi, Japanese, Korean, Malay, Spanish and Vietnamese) for CTV app ad verification at a property level.

Continued accreditation was granted for display and digital video impressions and invalid traffic in desktop, mobile web, mobile application, and CTV environments, as well as for viewable impressions and property-level ad verification metrics within desktop, mobile web and mobile application environments.

Continuation was granted for Double Verify’s third-party integrated reporting of Facebook display and video impressions, viewable impressions and related viewability metrics within desktop, mobile web and mobile in-app, inclusive of invalid traffic filtration in desktop.

“We congratulate DoubleVerify on the extension of its MRC accreditation to now include this suite of attention-focused metrics,” noted George W. Ivie, executive director and CEO of the MRC. “DV has demonstrated a longstanding commitment to quality measurement through its engagement in the accreditation process, and this addition to its portfolio of MRC-accredited metrics stands as further evidence of the success it’s achieved in that regard.”

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Double Verify Media Rating Council