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 Attention metrics 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.”
The Avid Collective MD reveals his life pre-adland. As exciting as it is, it's not international playboy spy & Lothario.
SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]
Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]
B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]
Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]
Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]
Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]