DoubleVerify receives Media Rating Council (MRC) accreditation for CTV Measurement

DoubleVerify last week announced it has received Media Rating Council (MRC) accreditation for display and video rendered ad impression measurement and sophisticated invalid traffic (SIVT) filtration, including app fraud, in the Connected TV (CTV) media environment.

“As marketers increasingly adopt CTV/OTT platforms for their ad investments, it becomes ever more critical for those investments to have the protection of MRC-accredited measurements,” said George W. Ivie, Executive Director and CEO of the MRC. “DV’s accreditation for its SIVT-filtered rendered ad impression measurement of both video and display ad creatives in these environments is an important step toward that goal.”

DoubleVerify says it is one of a select few companies in the industry accredited for both video and display impression measurement and SIVT in CTV.

Last year, Pixalate, also announced the accreditation for CTV measurement. Last month, Oracle exposed StreamScam, an ad fraud operation in Connected TV.

DoubleVerify received its first MRC accreditation in February 2013 for its tag-based measurement for its impression quality suite of services and desktop display viewability.

In 2015, the MRC accredited DoubleVerify for desktop video ad viewability and invalid traffic for both desktop and mobile web.

In 2017, DoubleVerify received additional accreditation for the detection of invalid traffic within mobile apps.

Last year, in December, DoubleVerify became the first measurement provider to receive MRC accreditation for third-party integrated measurement on Facebook.