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DoubleVerify Earns MRC Accreditation for Mobile In-app SIVT Detection and Filtration

DoubleVerify December 4, 2017


NEW YORKDecember, 1, 2017 DoubleVerify, the leading independent provider of marketing measurement software and analytics, today announced that it has received Media Rating Council (MRC) accreditation for its technology to detect and block sophisticated invalid traffic (SIVT) for video and display ads in mobile apps. DoubleVerify becomes one of the first firms in market to receive MRC accreditation in this category.

“This achievement is further evidence of DoubleVerify’s commitment to combating fraud and improving transparency for its clients,” said Joe Barone, Managing Partner, Digital Advertising Operations at GroupM. “We congratulate DoubleVerify on meeting the high standards and undergoing the rigorous processes required to earn MRC accreditation for Mobile SIVT detection.”

“The granting of MRC accreditation to DoubleVerify for its SIVT processes in mobile app environments is a considerable achievement,” said George W. Ivie, Executive Director and CEO of the MRC. “The addition of this validation to its already MRC-accredited SIVT solutions for desktop and mobile web stands as a clear statement of DoubleVerify’s commitment to industry leadership in combatting all forms of invalid traffic.

Mobile in-app advertising is garnering record ad dollars. With close to 5 million active apps in the market today, mobile apps have become a rich target for fraudsters, and DV is at the forefront of fighting this critical issue. 

“With more dollars going towards mobile ad spend, opportunities for ad fraud and off-brand content increase, so it is imperative that brands have transparency and visibility into where ads are running, the quality of those apps and the potential for fraud on them,” said Matt McLaughlin, COO at DoubleVerify. “We’re proud of our achievement with this accreditation, being able to deliver quality, scalable and trusted insights and protection to help build a better industry.”

DoubleVerify’s Mobile Authentication Suite provides transparency and—as the only provider to offer real-time blocking for fraud/IVT and brand safety—protection across brands’ entire ad buy. The DV IQ Fraud Advanced solution helps brands combat sophisticated invalid traffic schemes, including digital ad fraud, and is now accredited across desktop, mobile web and mobile apps.  With this accreditation, DV extends its accredited services for in-app viewability to now include Sophisticated Invalid Traffic (SIVT).

About DoubleVerify

DV is the leading independent provider of marketing measurement software 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 that help build a better industry. Learn more at

About the Media Rating Council

The Media Rating Council is a non-profit industry association established in 1963 comprised of leading television, radio, print and digital media 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 110 research products are audited by the MRC. Additional information about MRC can be found at

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