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Measurement and analytics company DoubleVerify (DV) will announce Monday that the Media Rating Council (MRC) has granted it another accreditation. The accreditation is not based on standards, but is a way to measure whether or not someone viewed the advertisement on the screen, mobile device or desktop. While there are many renewed items in the audit, after 18 months the new accreditation will include the Interactive Advertising Bureau (IAB) Tech Lab’s new Open Measurement Software Development Kit (OM SDK), which launched in April 2018 to facilitate third-party viewability and measurement verification of an ad on a screen. The MRC has also granted accreditation to DV for measurement of ce... Full story

22 April