Digital media measurement platform DoubleVerify (DV) has been granted Media Rating Council (MRC) accreditation for Video Viewable Impressions and related viewability metrics in the Connected TV (CTV) environment.

This new accreditation expands DV's MRC accreditations for its CTV pre-bid data segments to include property-level brand suitability, contextual and Fully On-screen segments.

DV's previous MRC accreditations within CTV 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.

"We are proud to receive this latest MRC accreditation, reinforcing DV's leadership in CTV measurement," said CEO of DoubleVerify, Mark Zagorski. "We commit to uphold the highest standards of data accuracy and transparency in digital media. This new accreditation further expands our extensive MRC accreditations across DV's industry-leading pre- and post-bid CTV solution to give global advertisers greater clarity and confidence in their premium CTV investments."

According to DV's research, over one in three impressions serve into environments that fire ads when the TV is turned off, contributing to an estimated $1 billion in wasted advertising spend in CTV annually.

"The addition of video viewability in Connected TV to DoubleVerify's range of MRC-accredited metrics represents an important step forward, and once again speaks to DV's commitment to quality in measurement," said MRC Executive Director and CEO, George W. Ivie. "We congratulate them on this latest achievement."