DoubleVerify Adds to CTV Accreditation

Digital media measurement specialist DoubleVerify has been awarded MRC accreditation for Video Viewable Impressions and related viewability metrics in the Connected TV (CTV) environment.

Eleven years after its first MRC verification and viewability award, DV continues to add to its portfolio of accredited services. The latest announcement extends existing certifications for its CTV pre-bid data segments, to include property-level brand suitability, contextual and Fully On-screen segments. The MRC has already accredited its CTV display and video impressions, video completion metrics, pre- and post-bid invalid traffic filtration and property- or app-level ad verification (brand suitability) measurement in nine languages.

The firm says there is a common misconception that CTV ads 'are inherently viewable due to the nature of the device and user experience' - whereas its own research shows that 'over one in three impressions serve into environments that fire ads when the TV is turned off' - it estimates that this contributes '$1 billion in wasted advertising spend in CTV annually'.

CEO Mark Zagorski (pictured) says of the news: 'We are proud to receive this latest MRC accreditation, reinforcing DV's leadership in CTV measurement... This new accreditation further expands our extensive MRC accreditations across DV's industry-leading pre- and post-bid CTV solution to give global advertisers greater clarity and confidence in their premium CTV investments'.

George W. Ivie, Executive Director and CEO of the MRC, says the new award 'once again speaks to DV's commitment to quality in measurement'.

Web site: www.doubleverify.com .