DoubleVerify's Focus On Attention Metrics Earns It MRC Accreditation

With optimizing media buys and planning becoming a greater focus as the new year kicks off, marketers are increasingly turning to attention metrics to improve business outcomes.

DoubleVerify -- which focuses on digital media measurement, data and analytics -- on Wednesday announced it has received Media Rating Council (MRC) accreditation for its DV Authentic Attention metrics, an attention-based analytics and performance solution.

Mark Zagorski, CEO of DoubleVerify, believes that earning MRC accreditation for DV Authentic Attention has advanced the company’s commitment to develop independent media quality and performance solutions that drive campaign outcomes for our global brand customers.

This is the first time the MRC has reviewed DoubleVerify’s analytics beyond the viewability standard, and into viewable impression measurement performance.

The accreditation includes the full set of display and video Authentic Attention metrics for desktop, mobile web, and mobile app.



The MRC also granted initial accreditation in nine languages for connected television (CTV) app ad verification. Continued accreditation also was granted for display and digital video impressions and invalid traffic in desktop, mobile web, mobile application and CTV environments, as well as for viewable impressions and property-level ad verification metrics within desktop, mobile web and mobile application environments.

Continuation was also granted for third-party integrated reporting of Facebook display and video impressions, viewable impressions and related viewability metrics within desktop, mobile web and mobile in-app.

The company has been busy. In November, DoubleVerify expanded its partnership with LinkedIn, bringing Authentic Brand Suitability and Custom Contextual solutions to mobile ad network LinkedIn Audience Network as part of a safety hub for LinkedIn Audience Network, which also features a list of publishers on the network and the ability to create, upload and apply custom allow lists alongside block lists.

In September 2022, DoubleVerify announced measurement tools for retail media networks. Best Buy Ads and the ad networks for Amazon, Walmart, Target, Macy’s and Kroger’s were using the tools at the time of the announcement.

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