DV Earns MRC Accreditation for CTV Viewability, Reinforcing its Leadership in Pre- and Post-Bid CTV Measurement
DV’s latest accreditation underscores the company’s commitment to provide the highest standard of data accuracy and transparency in the high-growth CTV space
This new accreditation expands DV’s MRC accreditations for its CTV pre-bid data segments to include property-level brand suitability, contextual and Fully On-screen segments. This adds to DV’s previous MRC accreditations within CTV, which include 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.
"We are proud to receive this latest MRC accreditation, reinforcing DV’s leadership in CTV measurement," said
Across the CTV space, there is a common misconception that ads are inherently viewable due to the nature of the device and user experience. DV's research, however, shows that over one in three impressions serve into environments that fire ads when the TV is turned off. This issue is estimated to contribute
“The addition of video viewability in Connected TV to DoubleVerify’s range of MRC-accredited metrics represents an important step forward, and once again speaks to DV’s commitment to quality in measurement,” commented
DV first earned MRC accreditation in
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