• by Wayne Friedman , April 24, 2024

Digital media data and analytics company DoubleVerify has received accreditation from the Media Rating Council (MRC) for Video Viewable Impressions for connected TV (CTV).

The company says this will help identify issues with advertisements that have run or played when TV sets are off.

DoubleVerify research shows that over one in three impressions can be found to “fire” ads when the TV set is turned off. 

The company estimates this has resulted in $1 billion in wasted advertising spend in CTV annually.

In 2022, GroupM and iSpot found that 8% to 10% of ad impressions on CTV played when the TV set was off.

The MRC accreditation for Video Viewable Impressions expands its accreditations list for its CTV pre-bid data segments that includes “property-level brand suitability, contextual and fully on-screen segments”. 

Previous MRC accreditations for the company’s connected TV 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 and related viewability metrics in the connected TV (CTV) environment. 

DoubleVerify first earned MRC accreditation in February 2013.