DoubleVerify Earns MRC Accreditation For CTV Measurement

Creative abstract web streaming media TV video service technology, multimedia business internet communication and cinema content production concept: 3D render illustration of modern curved smart television screen display monitor with endless walls of screens with color photos and colorful displays with different images on blue background

DoubleVerify has today announced that it has received Media Rating Council (MRC) accreditation for display and video rendered ad impression measurement and sophisticated invalid traffic (SIVT) filtration, including app fraud, in the Connected TV (CTV) media environment.

“As marketers increasingly adopt CTV/OTT platforms for their ad investments, it becomes ever more critical for those investments to have the protection of MRC-accredited measurements,” said MRC executive director and CEO George W. Ivie. “DV’s accreditation for its SIVT-filtered rendered ad impression measurement of both video and display ad creatives in these environments is an important step toward that goal.”

DV is one of a select few companies in the industry accredited for both video and display impression measurement and SIVT in CTV. With its comprehensive product offering and MRC accreditation, DV provides its customers with some of the most effective measurement tools in the space.

CTV now reaches over 80 per cent of U.S. households. This number is expected to grow to 86 per cent by 2024; cord-cutter and cord-never households are expected to increase to 44 per cent of the population during this same period, according to Leichtman Research Group. Although CTV ad spend increased 27 per cent from 2019 to 2020, eMarketer data shows, ad spend does not yet fully reflect consumer demand for CTV.

“As more audiences flock to CTV and OTT, advertiser demand for greater transparency in these channels continues to accelerate,” said DoubleVerify CEO Mark Zagorski. “Our mission is to give our clients the clarity they need to be confident in their media investments so they can take advantage of the opportunity CTV presents.”

“DoubleVerify continues to lead in providing sophisticated quality measurement solutions that deliver transparency and protection in all environments,” said dentsu SVP Brand Safety Lead Olga O’Donnell. “We congratulate them on meeting the MRC’s high standards time and again, especially in emerging media environments like CTV.”

DV first received MRC accreditation in February 2013 for its tag-based measurement for its impression quality suite of services and desktop display viewability. In 2015, the MRC accredited DV for desktop video ad viewability and invalid traffic for both desktop and mobile web, and in 2017, DV received additional accreditation for the detection of invalid traffic within mobile apps. More recently, the company became the first measurement provider to receive MRC accreditation for third-party integrated measurement on Facebook.

Last year, DV launched a new reporting solution for CTV inventory — designed to give CTV buyers full transparency into where their campaigns were running across all major CTV devices. DV’s CTV Certification Program, launched in January 2020, is the industry’s first CTV Targeting Certification for programmatic platforms.

For more information on best practices around CTV media quality measurement and performance, download DV’s The ABCs of CTV guide.

 




Please login with linkedin to comment

DoubleVerify

Latest News

Mastering the balance beam: Finding cut through via experiences and exposure in sport
  • Opinion

Mastering the balance beam: Finding cut through via experiences and exposure in sport

From the hallowed turf of the MCG to every local suburban club around Australia, we’re a nation famed for our fervent love of sports. Sport in Australia is also becoming the last bastion of immediate mass reach entertainment, argues Starcom’s Roger Linttzeris (pictured above). Australian’s have a greater level of access to sport than ever […]

Sunday Gravy Welcomes Ego Pharmaceuticals To The Table
  • Advertising

Sunday Gravy Welcomes Ego Pharmaceuticals To The Table

Following a competitive pitch, Ego Pharmaceuticals has moved its business to Sunday Gravy. Ego produces over 150 different products, including well-known brands such as QV Skincare, SunSense Sunscreen, Aqium Hand Sanitiser, Elucent, MOOV, and Azclear. “We were looking for a creative agency partner that was just as passionate about long-term brand building and collaboration as […]

Unveiling Distinct Channel Opportunities: Insights From Dash Hudson’s Cross-Channel Social Media Benchmark Reports
  • Partner Content

Unveiling Distinct Channel Opportunities: Insights From Dash Hudson’s Cross-Channel Social Media Benchmark Reports

The rise of algorithmic content has changed social media, shifting feeds from social-driven to entertainment-driven. Short-form video now accounts for 38 per cent of social content on Instagram, and its dominance continues to grow. Community-building and curated content from creators have come to the forefront of marketers’ strategies, and at the same time, social commerce […]

Partner Content

by B&T Magazine

B&T Magazine