Digital media data and analytics company
DoubleVerify has received accreditation from the Media Rating Council (MRC) for Video Viewable Impressions for connected TV (CTV).
The company says this will help identify
issues with advertisements that have run or played when TV sets are off.
DoubleVerify research shows that over one in three impressions can be found to “fire” ads when the
TV set is turned off.
The company estimates this has resulted in $1 billion in wasted advertising spend in CTV annually.
In 2022, GroupM and iSpot found
that 8% to 10% of ad impressions on CTV played when the TV set was off.
The MRC accreditation for Video Viewable Impressions expands its accreditations list for its CTV pre-bid
data segments that includes “property-level brand suitability, contextual and fully on-screen segments”.
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Previous MRC accreditations for the
company’s connected TV include display and video impressions, video-completion metrics, pre- and post-bid invalid traffic filtration and property- or app-level ad verification (brand
suitability) measurement in nine languages and related viewability metrics in the connected TV (CTV) environment.
DoubleVerify first earned MRC accreditation in
February 2013.