After a very productive year in 2016 followed by a positive start in 2017, the Viewability Partner on Facebook—DoubleVerify has confirmed about its Media Rating Council (MRC) accreditation. The digital media solutions provider received the MRC accreditation for mobile in-app viewability, its sophisticated invalid traffic (SIVT) processes for desktop and mobile web traffic, and the DV Authentic Impression®.
The accreditation of the DV Authentic Impression® will now allow DoubleVerify customers to use single metric for optimization and targeting of digital assets in advertisements. The DV Authentic Impression is a key performance indicator ensuring each ad impression is viewable, filtered for sophisticated invalid traffic, and meets the brand safety requirements of the campaign. The company also received continued accreditation for additional facets of its suite of impression quality solutions for desktop and mobile.
“We’re proud of our achievement with this accreditation, being able to deliver quality, scalable and trusted data to help build a better industry.” — Matt McLaughlin, COO at DoubleVerify
The MRC accreditation is a crucial parameter in ad tech industry. Matt McLaughlin acknowledges it by saying—
“As brand marketers continue to increase their digital advertising budgets, it is imperative that they have accredited third party measurement and protection for all their media investments across desktop and mobile – a challenge that hasn’t been solved until now.”
DoubleVerify was also granted continued accreditation by MRC for its metrics within its existing suite of impression quality solutions; including ad viewability for both desktop display and video, brand safety, blocking and geo-target validation for U.S./non-U.S. on desktop traffic. DV first received MRC accreditation in February 2013 for its impression quality suite of services and desktop display viewability. In 2015, it was accredited by the MRC for desktop video ad viewability.
MRC follows a stringent set of protocols before granting accreditation to an enterprise solution provider. Earlier in 2016, a number of Google’s ad services were suspended from the MRC due to issues of “non-compliance” in measuring ad impressions accurately. In April 2016, the MRC alongside Interactive Advertising Bureau (IAB) and the Mobile Marketing Association (MMA) released a series of new guidelines for counting the web and mobile in-app ad impressions served on mobile.
The new set of guidelines covers the measurement of WAP/Mobile Web advertising activity. However, measurement of other forms of mobile advertising activity, including messaging applications (SMS and MMS), mobile applications, and various forms of mobile audio and video (including streamed, downloaded, broadcast and progressive audio and/or video), is not within the scope of these guidelines.
Now that MRC has validated DoubleVerify’s In-App Viewability, SIVT for Mobile Web and Desktop Traffic and the DV Authentic Impression, “Its commitment to transparency and quality is clearly evidenced by this latest achievement, and, as a result, those who rely on DoubleVerify’s accredited services are the biggest beneficiaries, says MRC executive director and CEO George W. Ivie in a statement.
Before ad-blocking and malvertising numbers hit a new high in 2017, it is imperative to say that MRC accreditation to ad tech firms is most likely to make a significant difference to viewability and brand safety standards in coming months.