DoubleVerify earns MRC Accreditation for CTV Viewability

DoubleVerify (DV) this week received the Media Rating Council (MRC) accreditation for Video Viewable Impressions and related viewability metrics within the Connected TV (CTV) environment.

This achievement highlights DV's commitment to providing the highest level of data accuracy and transparency in the rapidly growing CTV market, and reinforces its strong support for the MRC accreditation process as a critical element of accountability in online advertising.

This new accreditation builds upon DV's existing MRC-accredited CTV pre-bid data segments, which include property-level brand suitability, contextual targeting, and "Fully On-screen" segments. It further strengthens DV's suite of MRC-accredited CTV solutions, which already encompasses display and video impressions, video completion metrics, pre- and post-bid invalid traffic filtration, and property- or app-level ad verification (brand suitability) measurement across nine languages.

“We are proud to receive this latest MRC accreditation, reinforcing DV’s leadership in CTV measurement,” said Mark Zagorski, CEO of DoubleVerify. “We commit to uphold the highest standards of data accuracy and transparency in digital media. This new accreditation further expands our extensive MRC accreditations across DV’s industry-leading pre- and post-bid CTV solution to give global advertisers greater clarity and confidence in their premium CTV investments.”

A common misconception exists within the CTV space - that ads are inherently viewable due to the nature of the devices and user experience. However, DV's research indicates that over one-third of ad impressions are delivered in environments where ads play even when the TV is off. This issue is estimated to contribute to a staggering $1 billion in wasted advertising spend annually within the CTV market.

“The addition of video viewability in Connected TV to DoubleVerify’s range of MRC-accredited metrics represents an important step forward, and once again speaks to DV’s commitment to quality in measurement,” commented George W. Ivie, Executive Director and CEO of the MRC.  “We congratulate them on this latest achievement.”

Key takeaways for marketers

This news underscores the growing importance of measurement accuracy and transparency within the CTV advertising space.

MRC accreditation provides a valuable layer of independent verification for viewability metrics in CTV campaigns.

Marketers should prioritize working with partners who offer MRC-accredited CTV measurement solutions.

Despite the perceived invisibility of CTV ads, research suggests significant wastage due to impressions delivered in non-viewable environments.

Utilizing reliable measurement tools allows marketers to optimize CTV campaigns and maximize return on investment.