DoubleVerify this week announced it has been granted continued accreditation by the Media Rating Council (MRC) for DV’s desktop, mobile web and mobile in-app measurement in the areas of impressions, property-level ad verification functions, sophisticated invalid traffic (SIVT) detection and filtration, and viewability measurement.
The MRC also accredited DV for its measurement of mobile app viewability, which includes implementations that use the IAB Tech Lab’s new Open Measurement Software Development Kit (OM SDK). Launched in April 2018, the OM SDK facilitates third-party viewability and verification measurement for ads served to mobile app environments without requiring multiple measurement provider SDKs.
Accreditation by the MRC covers metrics within DV’s existing suite of impression quality solutions, including the DV Authentic Impression®, invalid traffic and fraud filtration, display and video ad viewability, ad verification, and geo-target validation for DMA on desktop traffic.
“DoubleVerify has been a longstanding leader in the ad verification space, as evidenced by its accreditation by MRC for these functions since 2013,” said George W. Ivie, MRC Executive Director and CEO. “Earning MRC accreditation for its mobile in-app viewability capabilities, inclusive of its OM SDK enabled in-app measurements, represents yet another example of DV’s commitment to continue to build upon its industry leadership position.”