Digital ad fraud solutions provider CHEQ has been granted Media Rating Council (MRC) accreditation for its desktop and mobile web solutions covering:
Compliance with the sophisticated invalid traffic (SIVT) provisions of the council’s Invalid Traffic Detection and Filtration Guidelines.
Ad verification, including property-level brand safety.
Display- and video-served and viewable ad impressions, plus clicks.
“Ad buyers and others who rely on CHEQ in these areas can do so with the confidence that comes from knowing it has been found in compliance with MRC’s rigorous set of industry standards for measurement,” MRC Executive Director and CEO George Ivie said in a statement released this morning.
While MRC accreditation isn't required for advertisers and media buyers to utilize a measurement service, it serves as a recognized industry stamp-of-approval, and gives the provider the right to place the MRC's double "check marks" logo on its reports.
CHEQ estimates digital ad fraud, including SVIT, currently represents about $35 billion, or about 10.5% of annual digital ad spending.