DoubleVerify Earns MRC Accreditation for Independent Third-Party Viewability Reporting on YouTube

Rhea-AI Summary

DoubleVerify (NYSE: DV) has become the first company to receive MRC accreditation for YouTube video viewability through Google’s Ads Data Hub. This accreditation covers viewability for both desktop and mobile platforms. With 75% of American Internet users engaging on YouTube and $28 billion spent on ads globally in 2021, this achievement underscores DoubleVerify's commitment to providing reliable media measurement solutions. The accreditation includes various ad formats across key platforms, enhancing advertiser confidence in their media investments.

Positive

• First to earn MRC accreditation for YouTube video viewability via Ads Data Hub.
• Accreditation enhances advertiser trust in media measurement solutions.
• Covers key ad formats on multiple platforms, increasing market reach.

Negative

• None.

DV is first to earn this accreditation for YouTube video viewability via Google’s Ads Data Hub

NEW YORK--(BUSINESS WIRE)-- DoubleVerify (“DV”) (NYSE: DV), a leading software platform for digital media measurement, data and analytics, today announced it is the first to earn accreditation by the Media Rating Council (MRC) for its independent, third-party calculation and reporting of YouTube video viewability for desktop and mobile (web and app) using Google’s Ads Data Hub (ADH).

YouTube is a critical channel for advertisers to reach their audiences. Roughly 75% of American Internet users consume content on YouTube, according to eMarketer research. In 2021, over $28 billion in advertising spend flowed through the channel, globally, according to Statista. Ads Data Hub enables custom analysis of ads across a variety of metrics while protecting user privacy. The MRC granting accreditation for the DV reporting and calculation of video viewability with ADH is a significant achievement in independent third-party integrated reporting.

“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,” said Mark Zagorski, CEO of DoubleVerify. “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.”

DV’s MRC accreditation is for desktop and mobile (web and app), and covers 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.

“Marketers place high importance on independent third-party reporting concerning their ad investments,” said George W. Ivie, Executive Director and CEO of the MRC. “This accreditation is a result of MRC auditing at both DoubleVerify, for its calculation and reporting based on YouTube data accessed from Google’s Ads Data Hub, and of Google’s own first-party collection and processing of this data. We congratulate DV for earning this industry recognition for serving a key marketplace need.”

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

In 2020, the MRC extended DV’s accreditations to include DV’s impression and viewability measurement and reporting for display and video ads on Facebook and Instagram. In early 2021, DV was accredited for display and video rendered ad impression measurement and sophisticated invalid traffic (SIVT) filtration, including app fraud, in the Connected TV (CTV) media environment, followed later in the year by accreditation for video filtering, benchmarks, and CTV fully on-screen and completion metrics. Earlier this month, DV gained MRC accreditation across its suite of programmatic targeting services.

For more information about DoubleVerify, contact sales@DoubleVerify.com.

About DoubleVerify
DoubleVerify (“DV”) (NYSE: DV) is a leading software platform for digital media measurement and analytics. Our mission is to make the digital advertising ecosystem stronger, safer and more secure, thereby preserving the fair value exchange between buyers and sellers of digital media. Hundreds of Fortune 500 advertisers employ our unbiased data and analytics to drive campaign quality and effectiveness, and to maximize return on their digital advertising investments – globally. Learn more at www.doubleverify.com.

View source version on businesswire.com: https://www.businesswire.com/news/home/20220419005301/en/

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Chris Harihar

Chris@crenshawcomm.com

Source: DoubleVerify

FAQ

What does it mean for DV to receive MRC accreditation for YouTube video viewability?

It signifies that DV's reporting and calculations for YouTube video viewability meet the quality standards set by the Media Rating Council, enhancing credibility in ad metrics.

When did DoubleVerify first receive MRC accreditation?

DoubleVerify first received MRC accreditation in February 2013.

What platforms does the MRC accreditation for DV cover?

The accreditation covers key platforms including Google Ads, DV360, and YouTube Reserve.

How significant is YouTube for advertisers according to the press release?

The press release states that approximately 75% of American Internet users consume content on YouTube, highlighting its importance for advertisers.

What impact does the MRC accreditation have on DoubleVerify's business?

The MRC accreditation is expected to strengthen DoubleVerify's market position by enhancing advertiser confidence in its measurement capabilities.