DoubleVerify earns MRC accreditation for YouTube video viewability

Accreditation was granted for 3rd party calculation and reporting of YouTube video viewable impressions and related viewability metrics, based on DoubleVerify’s integration with Google Ads Data Hub (ADH), in desktop, mobile web, and mobile in-application environments.

DoubleVerify this week announced it has earned accreditation by the Media Rating Council (MRC) for its independent, third-party calculation and reporting of YouTube video viewability for desktop and mobile (web and app) using Google’s Ads Data Hub (ADH).

DoubleVerify says it is the first to earn this accreditation and considers a significant achievement in independent third-party integrated reporting.

DV’s MRC accreditation is for desktop and mobile (web and app), and covers Google Ads, DV360 and YouTube Reserve. Ad formats covered include skippable in-stream ads, non-skippable in-stream ads, standard in-stream, in-stream select, and bumper ads.

“At DV, we are proud to deliver independent YouTube viewability reporting in Ads Data Hub, and to be the first to earn MRC accreditation for our offering,” said Mark Zagorski, CEO of DoubleVerify. “Our mission is to give advertisers the clarity they need to be confident in their media investments across channels, especially as the privacy landscape continues to evolve and reshape ad measurement.”