DoubleVerify is now able to record YouTube video viewing as a third party

DoubleVerify, a leading software platform for digital media measurement, data and analytics, today announced that it is the first to earn Media Rating Council (MRC) accreditation for its calculations and independent and third-party YouTube video viewability reports for desktop and mobile. (web and app) using Google Ads Data Hub (ADH).

YouTube is an essential channel for advertisers to reach their audience. According to a study by eMarketer, approximately 75% of American Internet users consume content on YouTube. In 2021, more than $28 billion in ad spend passed through the channel globally, according to Statista. Ads Data Hub enables personalized ad analysis across a variety of metrics while protecting user privacy. MRC accreditation for DV reporting and video viewability calculation with ADH is a significant achievement in independent third-party integrated reporting.

“At DV, we’re proud to provide 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 all channels, especially as the privacy landscape continues to evolve and reshape ad measurement.”

DV’s MRC accreditation is for desktop and mobile devices (web and apps) and covers major YouTube shopping platforms including Google Ads, DV360 and YouTube Reserve. Ad formats covered include skippable in-stream ads, non-skippable in-stream ads, standard in-stream ads, in-stream selections and bumper ads.

“Marketers place a high value on independent third-party reporting of their advertising investments,” said George W. Ivie, Executive Director and CEO of MRC. “This accreditation is the result of DoubleVerify’s MRC auditing, for its calculations and reporting based on YouTube data accessible from Google Ads Data Hub, and the collection and processing of this data by Google. We commend DV for having achieved this industry recognition for addressing a key market need.

DV first received MRC accreditation in February 2013 for its suite of print quality services and desktop display visibility. In 2015, the MRC accredited DV for Desktop Video Ad Viewability and Invalid Traffic for Desktop and Mobile Web, and in 2017, DV received additional accreditation for Invalid Traffic Detection in Mobile Applications.

In 2020, the MRC expanded DV’s accreditations to include measuring and reporting DV’s impression and viewability for display and video ads on Facebook and Instagram. In early 2021, DV was accredited for display and video ad impression measurement and sophisticated invalid traffic filtration (SIVT), including app fraud, in the connected television (CTV) media environment, tracking later in the year by accreditation for video screening, references, and all-screen CTV and completion metrics. Earlier this month, DV achieved MRC accreditation for its suite of programmatic targeting services.

Raymond T. Helms