MRC Continues DoubleVerify’s Accreditation for Desktop, Mobile Web & In-App Impressions, SIVT Traffic Filtration & Viewability

NEW YORK, April 22, 2019 — DoubleVerify (DV) the leading independent provider of marketing measurement software and analytics, today 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.

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.

The MRC also accredited DV for its measurement of mobile app viewability, which includes implementations that use the Interactive Advertising Bureau (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.

“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.”

“We are committed to powering the new standard of marketing performance,” said Matt McLaughlin, COO at DoubleVerify. “This continuation of MRC accreditation reinforces our mission and validates our suite of media authentication solutions for global brand advertisers. As the industry continues to demand greater transparency and performance, and superior measurement, we are pleased to lead by example and support our partners.”

In addition, the MRC granted accreditation to DV for measurement of certain custom viewability metrics that meet or exceed the MRC Viewable Impression Measurement Guidelines’ required thresholds for viewability.  This is inclusive of DV’s reporting of viewability metrics calculated under the Publicis Media Exchange (PMX) requirements, which mandate that 100% of pixels need to be in-view for one second in display, and for two seconds for video, in order for that ad to be considered PMX viewable.

“The PMX viewability requirements represent an important KPI for advertisers across the Publicis Groupe network,” said Yale Cohen, EVP of Activation Standards, Publicis Media. “We are excited to see the MRC recognize DV’s execution of the custom viewability bar we’ve set, which was specifically developed with the goal of allowing marketers to measure and transact on the same set of thresholds across all media types.”

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 and invalid traffic for desktop and mobile web. In 2017, DV received accreditation for its detection of invalid traffic within mobile apps.

About DoubleVerify

DoubleVerify is the leading independent provider of marketing measurement software, data and analytics that authenticates the quality and effectiveness of digital media for the world’s largest brands and media platforms. DV provides media transparency and accountability to deliver the highest level of impression quality for maximum advertising performance. 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 ecosystem, helping to build a better industry. Learn more at

About Media Rating Council (MRC)

The MRC is a non-profit industry association established in 1963 composed 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 and other standards MRC produces; 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 more than 100 research products are audited by the MRC.