Press Releases

DoubleVerify Granted MRC Accreditation for Digital Video Impression Quality Solution

DoubleVerify January 13, 2015

Newly accredited features include Video Ad Viewability

NEW YORK – January 13, 2015 – DoubleVerify, the leader in digital performance solutions, has been granted accreditation from the Media Rating Council for the company’s next-generation digital impression quality suite — now including video ad viewability — which provides advertisers and their media partners with greater transparency and control over the quality of their digital promotion.

DoubleVerify’s Video+ product suite provides insights and controls over the impression quality, viewability and engagement of a digital video ad campaign. The new product also enables advertisers to block a video ad before it is served in a sub-standard environment.

“DV Video+ safeguards brands against unsafe content, ensures optimal player size and the quality of the environment where the ad is served, and — for the first time — key metrics within the suite are accredited to provide the actionable viewability and engagement data that our partners have been looking for to fuel their media decisions,” says Matt McLaughlin, COO of DoubleVerify. “Gaining MRC accreditation for these advanced features and validation of the DV methodology further solidifies our company’s commitment to providing best in class solutions that build a better industry.”

“MRC accreditation of the DV Impression Quality services, including video ad viewability measurement, is a clear sign of DoubleVerify’s ongoing commitment to advancing the overall quality of the digital advertising ecosystem,” said George W. Ivie, Executive Director and CEO of the MRC. “We congratulate them on achieving this distinction.”

DV Video+ authenticates the quality and impact of digital video ad campaigns across these four key areas:

  • Brand Safety—whether the video ad is running within brand-safe video and contextual content
  • Video Viewability— whether the video ad is partially viewed, never viewed or seen in its entirety
  • Engagement—whether the video ad is served in a way that hinders user engagement, such as auto play, extremely below the fold, player clutter or running within a small player
  • Video Ad Blocking— restricts video ads from serving within substandard or unacceptable environments, including on pirated content and unwanted geographies.

DoubleVerify first received MRC accreditation in February 2013 for its Impression Quality suite of services, including ad verification, ad viewability and pre-emptive blocking. DV Impression Quality solutions maximize performance across five critical dimensions of a digital ad placement ─ ad viewability, brand safety, fraud protection, impression delivery and ad prominence ─ that give brand advertisers and media sellers a comprehensive view of the quality and effectiveness of their digital media campaigns.

To learn more about DV Impression Quality solutions, visit

About DoubleVerify

DV is the proven market innovator with the technology and insights that assure brand performance and effectiveness for the world’s largest advertisers online. DV solutions create value for media buyers and sellers by bringing transparency and accountability to the market, ensuring ad viewability, brand safety, fraud protection, accurate impression delivery and audience quality across campaigns to drive performance. Since 2008, DV has helped hundreds of Fortune 500 companies gain the most value out of their media spend by delivering best in class solutions across the digital ecosystem that help 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 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 100 research products are audited by the MRC. Additional information about MRC can be found at

Lets Talk!

Request a demo, speak to a sales rep, learn more about DV

Contact us