• by Tyler Loechner  @mp_tyler, May 13, 2014

Programmatic video ad platform Videology on Tuesday announced it has received Media Rating Council (MRC) accreditation for its viewability product. The accreditation helps makes Videology’s platform more alluring to advertisers looking to buy based on viewability.

The has also launched a new suite of tools, dubbed Viewpoint, meant to help video advertisers make “safer” decisions online. The new tools focus on viewability, fraud prevention and content quality.

“The issues of safety are complex, and evolving, and we wanted to be sure that we were building the right technologies,” stated Scott Ferber, chairman and CEO of Videology. “Our recent MRC accreditation for viewable impressions shows we’re on the right track. Viewpoint, however, allows us to address the full scope of issues rather than cherry-picking a hot topic, such as viewability.”

For its fraud prevention offering, Videology is using a mix of its own tech and third-party solutions, per a release. The offering monitors sites for common fraud risk indicators such as user frequency, performance anomalies and other red flags, per the release.

Videology says it will verify every impression against the IAB/ABCe International Spider & Bot List, will audit the impressions for quality using third-party vendors including DoubleVerify and Integral Ad Science, and will use its own tech to monitor for the aforementioned "fraud risk indicators."

Jon Bond, chairman of White Ops, another third-party vendor Videology has partnered with for fraud prevention, stated, “When companies like this -- with their ability to impact a substantial portion of the advertising industry’s video media -- take a stand against fraud, it represents real progress.” 

The MRC also accredited Videology for its measurement of digital video impressions served as well as measurement of display ad impressions served.