Data Analytics Firm Doubleverify Earns MRC Stamp
George W. Ivie, Executive Director and CEO of the MRC said DV has demonstrated a longstanding commitment to quality measurement.
NEW DELHI, Jan 6 (The CONNECT) – Digital media measurement and data analytics platform DoubleVerify (NYSE: DV) has announced that it has received Media Rating Council (MRC) accreditation for its copyrighted DV Authentic Attention metrics.
“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.
The new accreditation spans DV’s full set of display and video DV Authentic Attention metrics for desktop, mobile web, and mobile app. This is the first time the MRC has reviewed DV’s advanced analytics beyond the viewability standard into viewable impression measurement performance.
In addition to this first-time accreditation, the MRC granted initial accreditation in nine languages1 for CTV app ad verification at a property level. Also, continued accreditation was granted for display and digital video impressions and IVT (invalid traffic) in desktop, mobile web, mobile application and CTV environments, as well as for viewable impressions and property-level ad verification metrics within desktop, mobile web and mobile application environments. Continuation was also granted for DV’s third-party integrated reporting of Facebook display and video impressions, viewable impressions and related viewability metrics within desktop, mobile web and mobile in-app, inclusive of IVT filtration in desktop.
George W. Ivie, Executive Director and CEO of the MRC said “DV has demonstrated a longstanding commitment to quality measurement through its engagement in the accreditation process, and this addition to its portfolio of MRC-accredited metrics stands as further evidence of the success it’s achieved in that regard.”
In October, DV launched the DV Attention Lab to help advertisers optimize campaign performance using in-depth attention data on ad engagement and ad exposure. Featuring a multidisciplinary team consisting of data scientists, product experts, and marketing analysts, the Lab provides advertisers with sophisticated, attention-based insights and recommendations on campaign performance.
The continuation of DV’s MRC accreditation, and attainment of first-time accreditations for the DoubleVerify metrics noted above, underscore DV’s track record of continuous innovation, while adhering to the highest standards within the industry.
