Innovid Receives Industry’s First MRC Accreditation for OTT Ad Impression Measurement

Video Platform Validated for Its Video Advertising Delivery Measurement into Connected TV Environment as Marketplace Surges

Innovid, the world’s leading video platform, announced it has been granted accreditation by the Media Rating Council (MRC) for its over-the-top (OTT) served video ad impression tracking. After more than a year of collaboration with the MRC, Innovid is now the first in the industry to receive MRC accreditation for adherence to industry standards for video advertising measurement in a connected TV (CTV) environment.

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As OTT impressions continue to surge, the explosion of server-side ad insertion (SSAI) has made it increasingly difficult for accurate measurement of these impressions. Broadcasters have gravitated towards live television ad insertion in recent years, which also scaled the measurement challenge, as tools were not available to accurately measure impressions and traffic.

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“With nearly one-third of our video advertising being delivered on CTV screens, we’ve seen a significant need amongst our brand and agency clients for a third-party OTT measurement solution that is accurate, transparent and trustworthy,” said Tal Chalozin, CTO and co-founder, Innovid. “With our technology integrated across the largest footprint of publishers, we are thrilled to lead the advertising industry with a solution that has gone through the stringent requirements of the MRC’s accreditation process, bringing the marketplace one step closer to a measurable, data-driven TV ad experience.”

The new OTT accreditation further demonstrates Innovid’s ongoing commitment to providing fully transparent, high-quality measurability solutions for advertisers across screens and devices. Since 2013, Innovid has been accredited by MRC for video and companion display ad served impression tracking across desktop and mobile web, and, since 2015, for video ad viewability measurement in desktop.

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This latest action by MRC adds OTT and mobile in-app video served ad impression tracking to Innovid’s MRC-accredited measurements, as well as video ad viewability and related viewability metrics in mobile web and in-application environments.

“We applaud Innovid’s leadership in creating high-quality measurement solutions, including those we’ve now accredited related to the burgeoning CTV space,” said George W. Ivie, Executive Director and CEO at the Media Rating Council. “Innovid’s OTT video ad measurement is the first we’ve accredited as in compliance with MRC’s demanding accreditation requirements, which we believe represents an important milestone in the industry’s ongoing evolution in this area.”