DoubleVerify 'First' with YouTube Accreditation

Digital media analytics provider DoubleVerify (DV) is the first company to receive Media Rating Council (MRC) accreditation for third-party calculation and reporting of YouTube video viewing, for desktop and mobile using Google's Ads Data Hub (ADH).

Acquired by private equity firm Providence Equity Partners in 2017, DV offers MRC-accredited software that verifies the quality and effectiveness of digital ads. Its DV Authentic Impression solution provides clients with a single KPI to ensure each ad impression is viewable, fraud-free and meets brand safety requirements; and the firm also offers a suite of media authentication services called IQ Advanced Solutions, to increase the transparency and performance of video and display advertising across mobile and desktop platforms.

Google's ADH enables custom analysis of ads across a variety of metrics, and MRC's accreditation of DV's reporting and calculation of video viewability with ADH is for desktop and mobile (web and app), covering key YouTube-buying platforms, including Google Ads, DV360 and YouTube Reserve. Ad formats covered include skippable in-stream ads, non-skippable in-stream ads, standard in-stream, in-stream select, and bumper ads.

Mark Zagorski (pictured), CEO of DoubleVerify, comments: 'At DV, we are proud to deliver independent YouTube viewability reporting in Ads Data Hub, and to be the first to earn MRC accreditation for our offering. Our mission is to give advertisers the clarity they need to be confident in their media investments across channels, especially as the privacy landscape continues to evolve and reshape ad measurement'.

Web site: www.doubleverify.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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