DoubleVerify First Measurement Provider to Earn MRC Accreditation for TikTok Video Viewability Reporting
Rhea-AI Summary
DoubleVerify (NYSE: DV) is the first measurement provider to earn Media Rating Council (MRC) accreditation for TikTok video viewability reporting, covering impressions, viewable impressions, viewability metrics and sophisticated invalid traffic (SIVT) filtration. Accreditation extends DV’s existing MRC credentials to TikTok traffic and adds expanded Authentic Attention and language coverage across properties.
Reporting will be available via DV Pinnacle® dashboard; DV now lists 55 accredited languages for domain/mobile app and 10 for CTV.
Positive
- First MRC accreditation for TikTok video viewability
- Accreditation includes impressions, viewable impressions and SIVT filtration
- Reporting available in DV Pinnacle unified dashboard
- Extended Authentic Attention accreditation covering modeled video impressions
- 55 languages accredited for domain/mobile app; 10 languages for CTV
Negative
- None.
News Market Reaction – DV
In the Apr 23 session, DV declined 2.71%, reflecting a moderate negative market reaction.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Historical Context
| Date | Event | Sentiment | 24h Move | Catalyst |
|---|---|---|---|---|
| Apr 16 | AI product expansion | Positive | +1.6% | Launch of DV AI SlopStopper for Social to filter low-quality AI content. |
| Apr 07 | Earnings date notice | Neutral | +0.2% | Announcement of date and call details for Q1 2026 financial results. |
| Mar 25 | Streaming TV partnership | Positive | -0.3% | Spectrum Reach partnership to provide program-level transparency in streaming TV. |
| Dec 10 | TikTok attention metrics | Positive | +2.2% | Expansion of DV Authentic Attention to TikTok with impression-level insights. |
| Dec 04 | Leadership appointment | Positive | +0.0% | Appointment of new EMEA head to support regional growth and product rollout. |
24h Move is the share-price change in the day after each event; other market factors may also have contributed.
Recent DV product and partnership announcements have generally seen small positive or flat next-day moves, with one instance of mild divergence on positive news.
Over the past several months, DoubleVerify has repeatedly expanded its measurement and verification capabilities across social and streaming platforms. On Dec 10, 2025, DV extended Authentic Attention to TikTok with a +2.19% reaction, and on Mar 25, 2026 it partnered with Spectrum Reach for streaming TV transparency, seeing a slight -0.3% move. The new MRC accreditation for TikTok video viewability fits this pattern of deepening social and CTV coverage and builds on earlier TikTok-focused initiatives.
Key Terms
media rating council regulatory
viewability technical
sophisticated invalid traffic technical
property level ad verification technical
connected tv technical
pre- and post-bid technical
AI-generated analysis. How Rhea-AI works. Not financial advice.
DV extends and continues accreditations across key capabilities, giving advertisers greater confidence in measurement accuracy and transparency
NEW YORK, April 23, 2026 (GLOBE NEWSWIRE) -- DoubleVerify (NYSE: DV), the leading software platform to verify media quality, optimize ad performance and prove campaign outcomes, today announced that it has achieved Media Rating Council (MRC) accreditation for TikTok Video Viewability, becoming the first measurement vendor to receive the accreditation. This milestone underscores DV’s commitment to delivering the highest standards of measurement accuracy and transparency, and further demonstrates the company’s alignment with the MRC accreditation process as a critical layer of accountability in digital advertising.
“We are proud to be the first measurement provider to achieve MRC accreditation for TikTok video viewability reporting,” said Mark Zagorski, CEO of DoubleVerify. “As advertising investment continues to grow across video-centric social platforms like TikTok, independent verification plays a critical role in ensuring transparency and accountability. With accredited measurement informed by tens of trillions of historical ad transactions, advertisers can evaluate campaign effectiveness with greater confidence and ensure their media investments deliver real value.”
The accreditation covers DV’s direct measurement and reporting of video ads served to the TikTok mobile app, including impressions, viewable impressions and related viewability metrics, as well as sophisticated invalid traffic (SIVT) filtration. Already accredited for open web inventory, these metrics are now extended to TikTok campaigns, with reporting available through a dedicated dashboard within DV Pinnacle®, the company’s unified service and analytics reporting platform.
“We congratulate DoubleVerify for extending their Video Viewability and SIVT accreditation to include measurement of TikTok traffic as well as continued accreditation of Property Level Ad Verification and Attention”, said George Ivie, MRC CEO. “This accreditation demonstrates DoubleVerify’s continued commitment to independent validation of compliance with industry standards.”
DV also achieved MRC accreditation across two key measurement capabilities, including:
- Extended DV Authentic Attention® accreditation, now covering metrics for authentic non-viewable and authentic modeled video impressions.
- New property-level ad verification language accreditations, bringing DV’s coverage to 55 accredited languages for domain and mobile app environments and 10 languages for CTV applications.
DV first earned MRC accreditation in February 2013 and has an extensive suite of accredited pre- and post-bid products across display, video and connected TV environments, for which accreditation was continued this year. For a full list of DV’s MRC accreditations, visit here.
About DoubleVerify
DoubleVerify (“DV”) (NYSE: DV) is the industry’s leading media effectiveness platform that leverages AI to drive superior outcomes for global brands. By powering media efficiency and performance, DV strengthens the online advertising ecosystem, preserving the fair value exchange between buyers and sellers of digital media. Learn more at www.doubleverify.com.
Chris Harihar
646-535-9475
chris@crenshawcomm.com
