DoubleVerify (DV), a leading software platform specializing in digital media measurement, data, and analytics, has achieved Media Rating Council (MRC) accreditation for Video Viewable Impressions and associated viewability metrics in the Connected TV (CTV) environment. This certification underscores DV’s commitment to accuracy and transparency in CTV measurements, aligning with MRC’s stringent standards for accountability in online advertising. By obtaining this prestigious accreditation, DV sets a benchmark for quality assurance in the CTV ad space, ensuring advertisers receive reliable data and actionable insights.
The newly acquired accreditation broadens DV’s previous MRC accreditations in the CTV domain, now encompassing property-level brand suitability, contextual segments, and Fully On-screen metrics. This achievement builds on DV’s existing accreditations, which include display and video impressions, video completion metrics, pre- and post-bid invalid traffic filtration, and property- or app-level ad verification across nine languages. DV CEO Mark Zagorski emphasized the significance of the accreditation, affirming the company’s commitment to providing high-standard data accuracy. The company’s expansion in this domain aims to offer global advertisers enhanced clarity and confidence in their premium CTV investments.
Significantly, DV’s research reveals a critical issue in the CTV advertising sector—over one-third of CTV ad impressions occur when TVs are turned off, resulting in an annual wastage of approximately $1 billion in advertising spend. This alarming statistic highlights the necessity of precise measurement and verification tools to prevent such inefficiencies. DV’s proactive approach in addressing these challenges showcases their dedication to delivering value to their clients by minimizing waste and maximizing the effectiveness of ad spending.
George W. Ivie, the executive director and CEO of the MRC, lauded DV’s achievement, stressing its importance in advancing quality measurements in the CTV space. This milestone demonstrates DV’s proactive stance in addressing common misconceptions about inherent viewability in CTV ads and their larger goal of preventing wasted ad spend in the industry. With the continuous enhancements in CTV measurement and reinforced by MRC accreditation, DV solidifies its leadership and commitment to precision and transparency, providing advertisers with reliable insights and ensuring better investment decisions in the evolving digital media landscape.
Overall, DV’s newly acquired MRC accreditation represents a significant victory for the company and the CTV industry. This milestone underscores the importance of innovative measurement techniques and stringent standards in achieving greater accuracy and trust in digital advertising.
