DoubleVerify Granted MRC Accreditation for Its Online Suite of Verification and Viewability Services

Accreditation certifies DoubleVerify’s proprietary technology and products in delivering online media transparency and accountability solutions

NEW YORK, NY (February 20, 2013)DoubleVerify, the worldwide leader in online media transparency, accountability and performance measurement today announced that is has received accreditation from the Media Rating Council (MRC) for its suite of Verification and Viewability products, which includes its BrandAssure, BrandShield, AdAssure and ViewAssure product offerings. MRC is the independent industry organization whose mission is to ensure valid, reliable and effective audience measurement services.

MRC accreditation certifies that DoubleVerify’s procedures adhere to the MRC’s Minimum Standards for Ratings Research and to industry accepted guidelines for digital campaign measurement, including the IAB’s Ad Verification Guidelines and IAB’s Display Ad Impression Measurement Guidelines. DoubleVerify’s proprietary pixel and crawler technology accurately evaluates impressions served across a wide range of important dimensions:

  • Ad Viewability: Viewed Rate, Average Seconds Viewed, Entire Creative Viewed Rate
  • Site Context: Inappropriate content and site list violations
  • Ad Placement: Ad position (below and extremely below the fold), multiple ads, out of channel, competitive separation
  • Geographic Targeting: U.S. and International

“Achieving MRC accreditation confirms that the innovative solutions that DoubleVerify has pioneered over the years to drive online media transparency and accountability are proven effective,” said Wayne Gattinella, CEO and President of DoubleVerify. “Importantly, we are the first company to receive MRC accreditation for measuring ad placement and competitive separation–capabilities vital to ensuring quality online campaign performance.”

DoubleVerify’s full suite of MRC-accredited products and services includes:

  • BrandAssure – brand safety and geographic-target monitoring
  • BrandShield – brand safety blocking
  • AdAssure – ad placement and target monitoring
  • ViewAssure – ad viewability measurement

Reactions to the MRC accreditation of DoubleVerify’s verification and viewability products:

“We congratulate DoubleVerify on this significant achievement,” said George W. Ivie, MRC’s Executive Director and CEO. “The accreditation process is rigorous, and achieving MRC accreditation speaks highly to both the quality and transparency of DoubleVerify’s processes.”

“The IAB recognizes and supports the importance of third-party oversight of advertising industry standards verification and accountability if we’re to propel the marketplace forward,” said Steve Sullivan, Vice President, Advertising Technology, IAB. “A successful MRC accreditation represents a truly high bar in this respect. We congratulate DoubleVerify for taking this vital step.”

“DoubleVerify’s MRC accreditation is a key step forward for the industry and the viewability movement,” said Eric Franchi, Co-founder, Undertone. “DoubleVerify is an important partner in providing viewability data that Undertone will use to make smarter campaign decisions for our clients.”

“The recent MRC accreditation further strengthens our confidence in DoubleVerify’s integrity as a leader in online verification and viewability measurement,” said Brian Ledoux, VP, Ad Operations, UM. “DoubleVerify’s solutions are right in line with our advertiser’s needs for online media measurement.”

About DoubleVerify

DoubleVerify is a leading software platform for digital media measurement, data and analytics. DV’s mission is to be the definitive source of transparency and data-driven insights into the quality and effectiveness of digital advertising for the world’s largest brands, publishers and digital ad platforms. DV’s technology platform provides advertisers with consistent and unbiased data and analytics that can be used to optimize the quality and return on their digital ad investments. Since 2008, DV has helped hundreds of Fortune 500 companies gain the most from their media spend by delivering best in class solutions across the digital advertising ecosystem, helping to build a better industry. Learn more at

About MRC

The Media Rating Council is a non-profit industry association established in 1964 comprised of leading television, radio, print and internet companies, as well as advertisers, advertising agencies and trade associations, whose goal is to ensure measurement services that are valid, reliable and effective. Measurement services desiring MRC accreditation are required to disclose to their customers all methodological aspects of their service; comply with the MRC Minimum Standards for Media Rating Research as well as other applicable industry measurement guidelines; and submit to MRC-designed audits to authenticate and illuminate their procedures. In addition, the MRC membership actively pursues research issues they consider priorities in an effort to improve the quality of research in the marketplace. Currently, approximately 80 research products are audited by the MRC. Additional information about MRC can be found at