DoubleVerify, the digital media-measurement platform, has received Media Rating Council (MRC) accreditation for CTV measurement.
This includes display and video rendered ad impression measurement and invalid traffic (SIVT) filtration, including app
fraud, on connected TV.
With increased usage of CTV platforms by marketers, George W. Ivie, executive director-CEO of the MRC, stated that CTV advertising “becomes ever more critical for those investments to have the protection of MRC-accredited measurements.”
According to Leichtman Research Group, DoubleVerify claims CTV now reaches over 80% of U.S. households, which is expected to grow to 86% by 2024. All this is happening as cord-cutting and cord-never TV households are expected to rise 44% during this period.
And while CTV ad spend increased 27% from 2019 to 2020, according to eMarketer, DoubleVerify says ad spend does not yet fully reflect consumer demand for CTV.
Mark Zagorski, CEO of DoubleVerify, says there will be a need as “advertiser demand for greater transparency in these channels continues to accelerate.”
Previously, DoubleVerify received MRC accreditation for tag-based measurement for its impression quality suite of services and desktop display viewability (2013); desktop video ad viewability and invalid traffic for both desktop and mobile web (2015); and detection of invalid traffic within mobile apps (2017).