As more money is spent on TikTok ads, independent measurement accreditation is quickly becoming a basic requirement instead of just a bonus.
DoubleVerify is the first measurement provider to receive Media Rating Council accreditation for TikTok video viewability reporting, the company announced Wednesday. This milestone gives advertisers an independent way to see how their ads perform on one of the world’s most popular social platforms.
The accreditation covers DoubleVerify’s direct measurement and reporting of video ads in the TikTok mobile app. This includes impressions, viewable impressions, related viewability metrics, and advanced filtering for invalid traffic. These metrics, already accredited for open web inventory, now also apply to TikTok campaigns and are available through DoubleVerify’s analytics platform, DV Pinnacle.
“We are proud to be the first measurement provider to achieve MRC accreditation for TikTok video viewability reporting. As advertising investment continues to grow across video-centric social platforms like TikTok, independent verification plays a critical role in ensuring transparency and accountability. With accredited measurement informed by tens of trillions of historical ad transactions, advertisers can evaluate campaign effectiveness with greater confidence and ensure their media investments deliver real value,” said Mark Zagorski, CEO of DoubleVerify.
“We congratulate DoubleVerify for extending their Video Viewability and SIVT accreditation to include measurement of TikTok traffic as well as continued accreditation of Property Level Ad Verification and Attention,” said George Ivie, CEO of the MRC. “This accreditation demonstrates DoubleVerify’s continued commitment to independent validation of compliance with industry standards.”
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Along with the TikTok accreditation, DoubleVerify has also expanded its DV Authentic Attention accreditation. It now covers metrics for authentic non-viewable and modeled video impressions. The company also added new language accreditations for property-level ad verification, bringing its total to 55 accredited languages for domain and mobile app environments, and 10 languages for connected TV applications.
DoubleVerify first received MRC accreditation in February 2013. Since then, it has kept an accredited suite of pre- and post-bid products for display, video, and connected TV environments.