New accreditations help the company give advertisers continued clarity and confidence in their digital investments.

DoubleVerify (“DV”) has received Media Rating Council (MRC) accreditation for video filtering, benchmarks, and connected TV (CTV) fully on-screen and completion metrics, the software platform for digital media measurement, data and analytics announced on 28 July.

“Earning MRC accreditations for industry-first solutions across CTV and video environments, where investments continue to surge, reinforces our mission to help make the digital ad ecosystem stronger, safer and more secure, by providing superior media quality and performance solutions to our global brand customers,” said Mark Zagorski, CEO of DoubleVerify. “These new accreditations help us give advertisers continued clarity and confidence in their digital investments.”

According to DV, the newly accredited DV solutions include:

CTV Fully-On Screen metrics: This capability measures whether all pixels were in view, if the TV screen was off and quartile completion, providing valuable insights where viewability technology is not yet supported. DV’s fully on-screen completion measurement offers unique components that address current viewability challenges for CTV advertisers.

Video Filtering: This innovative solution is part of DV Video Complete, which enables advertisers to holistically measure campaign quality and maximize brand protection across all video environments and devices, including CTV, mobile and desktop. Video filtering prevents ads from being served, even in environments where standard video blocking technology is not available. MRC accreditation demonstrates this DV reported metric is valid, reliable and effective.

Benchmarks: Accreditation for DV’s benchmarks indicates MRC approval of these cross-industry performance metrics that compare a brand’s performance with others in a specific vertical or across all measured traffic.

In addition to first-time accreditations, the MRC granted continued accreditation for display and digital video impressions, viewable impressions and IVT (invalid traffic) in desktop, mobile web, mobile application and CTV environments; and viewable impressions, as well as property-level ad verification metrics, within desktop, mobile web and mobile application environments.