Interviews, insight & analysis on digital media & marketing

DoubleVerify earns MRC accreditation for attention measurement solution

DoubleVerify (DV), a software platform for digital media measurement, data and analytics, has gained Media Rating Council (MRC) accreditation for its DV Authentic Attention® metrics, its attention-based analytics and performance solution.

The new accreditation spans DV’s full set of display and video DV Authentic Attention® metrics for desktop, mobile web, and mobile app. This is the first time the MRC has reviewed DV’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 scrutinized for accountability, advances our commitment to develop independent media quality and performance solutions that drive campaign outcomes for our global brand customers,” said Mark Zagorski, CEO of DoubleVerify.

In addition to this first-time accreditation, the MRC granted initial accreditation in nine languages for CTV app ad verification at a property level. Also, continued accreditation was granted for display and digital video impressions and IVT (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 also granted for DV’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 IVT filtration in desktop.

“We congratulate DoubleVerify on the extension of its MRC accreditation to now include this suite of attention-focused metrics,” said 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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