• by Tobi Elkin  @tobielkin, February 22, 2017

Cross-screen video ad platform Innovid on Wednesday said the Media Rating Council (MRC) extended its accreditation for desktop and mobile digital video and display-served ad impressions, along with desktop viewable video ad impressions and related viewability metrics.

Innovid said the accreditations are important to demonstrating its commitment to offering a fully transparent measurement solution for advertisers.

“Third-party accreditation is a critical step when an endless supply of options are promising a variety of solutions,” stated Greg Garunov, digital director at Horizon Media, one of Innovid’s partner agencies.

“The MRC, in particular, offers accreditation through an in-depth audit that helps advertisers choose the right vendors to solve their problems,” he noted.

Advertisers are increasingly looking third-party validation services like the MRC to ensure accuracy and transparency.

"Complete  transparency has been and always will be one of Innovid’s core principles. We understand how important accreditation is to marketers, and our ability to adhere to the Media Rating Council’s standards demonstrates our ongoing commitment to our clients," Zvika Netter, cofounder and CEO, Innovid, told Real-Time Daily via email.