Innovid Adds MRC Accreditation For Display Ad Measurement

Independent advertising and analytics ad platform for television Innovid today announced it has been granted accreditation by the Media Rating Council (MRC) for its measurement of rendered display ad impressions, expanding the omni-channel ad server’s existing accreditations in video and OTT.

Innovid’s accreditations now span measurement of rendered display impressions — desktop, mobile web and mobile app; measurement of rendered video impressions — in desktop, mobile web, mobile app and OTT; as well as video viewable impressions and related viewability metrics — in desktop, mobile web and mobile app. This broad range of accredited metrics stands as a testament to the independent platform’s ability to serve the needs of today’s global marketers through a single, omni-channel ad delivery and analytics platform.

“Innovid continues to demonstrate its industry leadership position with this latest addition of desktop and mobile rendered display ad impressions to its portfolio of MRC-accredited metrics,” said George W. Ivie, executive director and CEO of the MRC. “By meeting the MRC’s demanding accreditation requirements for measuring different creative types across a range of platforms, Innovid is helping to show the way for the future of ad measurement.”

In 2018, the MRC granted Innovid the first MRC accreditation for OTT video ad impression measurement, cementing an important milestone in the industry’s ongoing evolution in this space. Now, Innovid says, its accredited metrics and methodologies have been independently vetted by the MRC to confirm they are valid, reliable and effective. “This designation validates Innovid’s strategic investments across OTT, video, and display environments — providing an independent source of truth for brands, free of media buying conflicts,” the company said.

“We’re proud to be the first ad server granted MRC accreditations across OTT, video, and display,” said Zvika Netter, CEO and co-founder of Innovid.  “Leading global brands have chosen to consolidate ad delivery and measurement through our platform to advance creativity, streamline workflows, and connect with audiences through video and display across the advertising ecosystem. This accreditation is a testament to our ability to serve the needs of today’s global marketers, ensuring the quality and accuracy of their results across the breadth of expanded MRC-accredited metrics now available in our platform.”