Innovid Receives Industry’s First MRC Accreditation for OTT Ad Impression Measurement

Video Platform Validated for Its Video Advertising Delivery Measurement into Connected TV Environment as Marketplace Surges

NEW YORK--(BUSINESS WIRE)-- Innovid, the world’s leading video platform, today announced it has been granted accreditation by the Media Rating Council (MRC) for its over-the-top (OTT) served video ad impression tracking. After more than a year of collaboration with the MRC, Innovid is now the first in the industry to receive MRC accreditation for adherence to industry standards for video advertising measurement in a connected TV (CTV) environment.

As OTT impressions continue to surge, the explosion of server-side ad insertion (SSAI) has made it increasingly difficult for accurate measurement of these impressions. Broadcasters have gravitated towards live television ad insertion in recent years, which also scaled the measurement challenge, as tools were not available to accurately measure impressions and traffic.

“With nearly one-third of our video advertising being delivered on CTV screens, we’ve seen a significant need amongst our brand and agency clients for a third-party OTT measurement solution that is accurate, transparent and trustworthy,” said Tal Chalozin, CTO and co-founder, Innovid. “With our technology integrated across the largest footprint of publishers, we are thrilled to lead the advertising industry with a solution that has gone through the stringent requirements of the MRC’s accreditation process, bringing the marketplace one step closer to a measurable, data-driven TV ad experience.”

The new OTT accreditation further demonstrates Innovid’s ongoing commitment to providing fully transparent, high-quality measurability solutions for advertisers across screens and devices. Since 2013, Innovid has been accredited by MRC for video and companion display ad served impression tracking across desktop and mobile web, and, since 2015, for video ad viewability measurement in desktop.

This latest action by MRC adds OTT and mobile in-app video served ad impression tracking to Innovid’s MRC-accredited measurements, as well as video ad viewability and related viewability metrics in mobile web and in-application environments.

“We applaud Innovid’s leadership in creating high-quality measurement solutions, including those we’ve now accredited related to the burgeoning CTV space,” said George W. Ivie, Executive Director and CEO at the Media Rating Council. “Innovid’s OTT video ad measurement is the first we’ve accredited as in compliance with MRC’s demanding accreditation requirements, which we believe represents an important milestone in the industry’s ongoing evolution in this area.”

Innovid’s MRC accredited solution for OTT impression tracking is available now. For more information, please visit

About Innovid

Innovid is the world's leading video automation platform, delivering more video than any company across mobile, desktop, connected TVs, streaming devices and social platforms. Innovid partners with brands, agencies, and publishers to deliver new advertising models that increase engagement and time spent in ways that also provide more value to viewers. Our video platform enables personalization of creative, seamless cross-screen delivery, and holistic measurement to fuel next-generation video experiences and grow revenue. Innovid has offices in New York, Chicago, San Francisco, Los Angeles, London, Tel Aviv, Sydney, and Singapore. Please visit for more information.

About the Media Rating Council (MRC)

The MRC is a non-profit Industry association established in 1963 composed of leading television, radio, print and internet companies, as well as advertisers, advertising agencies and trade associations whose goal is to ensure measurement services that are valid, reliable and effective. Measurement services desiring MRC Accreditation are required to disclose to their customers all methodological aspects of their service; comply with the MRC Minimum Standards for Media Rating Research; and submit to MRC-designed audits to authenticate and illuminate their procedures. In addition, the MRC membership actively pursues research issues they consider priorities in an effort to improve the quality of research in the marketplace. Currently approximately 110 research products are audited by the MRC. Additional information about MRC can be found at

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Source: Innovid