|[February 21, 2013]
DoubleVerify Granted MRC Accreditation for Its Online Suite of Verification and Viewability Services
NEW YORK --(Business Wire)--
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
BrandAssure - brand safety and geographic-target monitoring
BrandShield - brand saety blocking
AdAssure - ad placement and target monitoring
ViewAssure - ad viewability measurement
Reactions to the MRC accreditation of DoubleVerify's verification and
"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."
is the world leader in online media transparency, accountability and
performance measurement. DoubleVerify provides the innovative technology
and insights that ensure brand effectiveness for the world's largest
digital advertisers. DoubleVerify validates over 60 billion advertising
impressions per month for the leading Fortune 500 companies, advertising
networks and media platforms. DoubleVerify was conferred the World
Economic Forum 2012 Technology Pioneer Award for being one of the most
innovative stakeholders in the technology space. Headquartered in New
York City, DoubleVerify's investors include JMI Equity, Institutional
Venture Partners, Blumberg Capital, First Round Capital and Genacast
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 www.mediaratingcouncil.org.
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