• by Karlene Lukovitz  @KLmarketdaily, July 23, 2021

DoubleVerify has received accreditation from the Media Rating Council for three of its CTV measurement and analysis systems.

One newly accredited capability is CTV fully-on screen metrics, which measures whether all pixels were in view, if the TV screen was off and quartile completion, to provide insights where viewability technology is not yet supported.

Another is video filtering. Part of DV Video Complete, it lets advertisers holistically measure campaign quality and maximize brand protection across all video environments and devices, including CTV, mobile and desktop, according to DV. It prevents ads from being served even in environments where standard video blocking technology is not available. 

Also newly accredited are DV’s benchmarks: cross-industry performance metrics that compare a brand’s performance with others in a specific vertical or across all measured traffic. 

In addition to first-time accreditations, the MRC has continued accreditation for the platform’s display and digital video impressions, viewable impressions and IVT (invalid traffic) in desktop, mobile web, mobile application and CTV environments; and viewable impressions, as well as property-level ad verification metrics, within desktop, mobile web and mobile application environments.