DoubleVerify Earns MRC Accreditation Across Its Suite of Programmatic Targeting Services


DoubleVerify, a leading software platform for digital media measurement, data, and analytics, today announced that it has been granted accreditation by the Media Rating Council (MRC) across its suite of programmatic targeting services.

The following services are now accredited:

  • Fraud/IVT (SIVT and GIVT) Avoidance for desktop, mobile web, mobile apps, and connected TV (CTV), including platform-wide IVT avoidance.
  • Display and Video Viewability targeting for desktop, mobile web and mobile apps. 

The following services are now accredited, at a property level for ad verification for site, page and app-level targeting, in over 30 languages:

  • Authentic Brand Suitability allows advertisers to create a centralised set of brand safety and suitability controls and automatically deploy these controls across multiple programmatic buying platforms and campaigns.
  • Standard Brand Suitability is available for site, page and app classifications, including platform-wide Brand Safety floor avoidance, along with app-specific segments based on app store Age Rating and App Star Reviews.
  • Standard Contextual and Custom Contextual, which deliver privacy-safe performance by aligning ads to relevant content, in order to maximise user engagement and drive conversion. 

With this accreditation, DoubleVerify is the only provider currently accredited for predictive viewability targeting as well as property-level ad verification, inclusive of brand suitability and contextual targeting within programmatic media campaigns. 

“This is an exciting accreditation, continuing our history of innovation and market leadership,” said Mark Zagorski, CEO of DoubleVerify. “We are now accredited broadly across programmatic targeting and post-bid measurement solutions, including for third-party integrated viewability measurement of Facebook. We are committed to delivering solutions with integrity and there is no greater independent validation of our commitment than MRC accreditation.”

“Our accreditation of DoubleVerify for these pre-bid services represents the latest demonstration of DoubleVerify's commitment to quality and to helping advertisers maximise the value of their ad investments,” said George W. Ivie, executive director and CEO of the MRC. “MRC congratulates DoubleVerify on this significant achievement.”

DoubleVerify first received MRC accreditation in February 2013 for its impressive quality suite of services and desktop display viewability. In 2015, the MRC accredited DoubleVerify for desktop video ad viewability and invalid traffic for both desktop and mobile web and, in 2017, DoubleVerify received additional accreditation for the detection of invalid traffic within mobile apps.

In 2020, the MRC extended DoubleVerify’s accreditations to include it’s third-party integrated impression and viewability measurement and reporting for display and video ads on Facebook and Instagram. In early 2021, DoubleVerify was accredited for display and video rendered ad impression measurement and sophisticated invalid traffic (SIVT) filtration, including app fraud, in the CTV media environment, followed later in the year by accreditation for video filtering, benchmarks, and CTV fully on-screen and completion metrics.


DoubleVerify is the leading independent provider of marketing measurement software, data and analytics that authenticates the quality and effectiveness of digital media for the world’s largest brands and media platforms. DV provides media transpare...
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