DoubleVerify gains MRC accreditation for its Authentic Attention metrics

DoubleVerify yesterday announced it has received Media Rating Council (MRC) accreditation for its DV Authentic Attention® metrics, DV’s attention-based analytics and performance solution.

According to DoubleVerify, the new accreditation spans DV’s full set of display and video DV Authentic Attention® metrics for desktop, mobile web, and mobile app. Components of the newly accredited solution include:

The Engagement Index: This capability analyzes key user-initiated events that occur while the ad creative is displayed, including user touches, screen orientation, video playback, and audio control interactions.

The Exposure Index: This element evaluates an ad’s entire presentation, quantifying its intensity and prominence through metrics that include viewable time, share of screen, video completion, audibility, and more.

Attention Benchmarks: These performance metrics enable advertisers to understand, measure, and optimize their campaigns against others in the industry to maximize impact.

“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.