DoubleVerify today announced that it has received Media Rating Council (MRC) accreditation for its technology to detect and block sophisticated invalid traffic (SIVT) for video and display ads in mobile apps. DoubleVerify becomes one of the first firms in market to receive MRC accreditation in this category.
“The granting of MRC accreditation to DoubleVerify for its SIVT processes in mobile app environments is a considerable achievement,” said George W. Ivie, Executive Director and CEO of the MRC. “The addition of this validation to its already MRC-accredited SIVT solutions for desktop and mobile web stands as a clear statement of DoubleVerify’s commitment to industry leadership in combatting all forms of invalid traffic.
Mobile in-app advertising is garnering record ad dollars. With close to 5 million active apps in the market today, mobile apps have become a rich target for fraudsters, and DV is at the forefront of fighting this critical issue.
“With more dollars going towards mobile ad spend, opportunities for ad fraud and off-brand content increase, so it is imperative that brands have transparency and visibility into where ads are running, the quality of those apps and the potential for fraud on them,” said Matt McLaughlin, COO at DoubleVerify. “We’re proud of our achievement with this accreditation, being able to deliver quality, scalable and trusted insights and protection to help build a better industry.”
DoubleVerify’s Mobile Authentication Suite provides transparency and—as the only provider to offer real-time blocking for fraud/IVT and brand safety—protection across brands’ entire ad buy. The DV IQ Fraud Advanced solution helps brands combat sophisticated invalid traffic schemes, including digital ad fraud, and is now accredited across desktop, mobile web and mobile apps. With this accreditation, DV extends its accredited services for in-app viewability to now include Sophisticated Invalid Traffic (SIVT).