The Media Research Council (MRC) on Thursday gave its accreditation to Innovid's video ad server measurement systems for digital video and display advertising, the company said.
MRC accreditation certifies that Innovid's digital video and display ad impression statistics comply with the minimum standards for research published by the MRC, as well as the ad impression measurement guidelines of the Interactive Advertising Bureau (IAB). MRC conducts rigorous audits and evaluation by a team of third party CPAs to assess compliance before giving accreditation.
Innovid, founded in 2007, helps clients to create, deliver and measure video campaigns, in any format. Innovid's Ad Server ’was developed to address the issues specific to video ad serving; its iRoll calculates interactive engagement potentials across multiple screens.