MRC Extends Innovid’s Accreditation for Desktop Viewable Video Ad Impressions, Viewability Metrics, and Mobile Video Impressions

NEW YORK, Feb. 22, 2017 (GLOBE NEWSWIRE) -- Innovid, the world’s leading video marketing platform for advertisers to engage consumers across all screens and channels, today announced the continuation of its accreditation by the Media Rating Council (MRC) for desktop and mobile digital video and companion display served advertising impressions as well as desktop viewable video ad impressions and related viewability metrics. The accreditations further demonstrate Innovid’s ongoing commitment to providing a fully transparent, high-quality measurability solution for advertisers.

Horizon Media is one of several Innovid partners that deeply values MRC accreditation.

“Third party accreditation is a critical step when an endless supply of options are promising a variety of solutions. The MRC in particular offers accreditation through an in-depth audit that helps advertisers choose the right vendors to solve their problems. Our advertisers rely on not only our media expertise, but third party validation services such as the MRC to ensure accuracy and transparency,” said Greg Garunov, digital director at Horizon Media. “Unaccredited vendors are at a disadvantage as without it, their solution is a black box. In the current wave of industry scandals and need for transparency, accreditation by a third party is as important as ever.”

The MRC’s continued accreditation of Innovid’s impressions and desktop video viewability metrics reconfirms that the company’s measurements comply to the MRC’s Minimum Standards for Media Rating Research, the MRC’s Viewable Impression Measurement Guidelines for desktop advertising, and the General Invalid Traffic provisions of the Invalid Traffic Detection and Filtration Guidelines Addendum published by the MRC. It also signifies that Innovid adheres to the Display Impression Guidelines and Video Impression Guidelines published by the IAB, as well as the Mobile Web Advertising Measurement Guidelines put forth by the MRC, IAB, and Mobile Marketing Association (MMA).

“We applaud Innovid’s ongoing commitment to high-quality measurement solutions and full transparency,” said George W. Ivie, Executive Director and CEO at the Media Rating Council. “Meeting the stringent requirements necessary to earn MRC accreditation is a challenging task, and Innovid’s continued compliance for desktop digital video viewability measurement, along with its desktop and mobile video served impression measurement, speaks clearly to its position as a leader within the advertising industry.”

“As video continues to command more ad dollars, marketers need a third-party measurement solution that is accurate, transparent, and trustworthy,” said Zvika Netter, CEO and co-founder at Innovid. “We’re thrilled to receive this continuation of MRC accreditation because it reinforces our legitimacy and maturity within the video marketplace.”

About Innovid
Innovid is the world’s leading video marketing platform, empowering advertisers to engage consumers across all screens and channels with more effective video creative, improved campaign performance, and video integrated throughout the customer journey. Providing a holistic, cross-device, data-driven solution that is purpose-built for video to meet the demands of audience fragmentation, Innovid’s patented, best-in-market technology and advanced measurement capabilities allow marketers to thrive in an ever-changing digital television landscape and engage viewers at scale via richly personalized creative and immersive, interactive storytelling. Innovid powers cross-channel video marketing efforts for some of the largest brands in over 28 countries including Bank of America, Best Buy, Citi, Comcast, Kraft, L’Oréal, Microsoft, P&G, Walmart, Samsung, Sprint, and Toyota.

Headquartered in New York City, Innovid also has offices in Los Angeles, San Francisco, Chicago, Detroit, London, Sydney, and Tel Aviv. Innovid is backed by investors Sequoia Capital, Genesis Partners, T-Venture, Vintage Investment Partners, Cisco Investments, and NewSpring Capital. Innovid’s numerous awards include IAB Mixx Awards, Digiday Video Awards, Inc. Magazine’s Top 50 Best Places To Work, AdAge Best Places to Work, and Crain's Best Places To Work. For more information, please visit

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

Media Contacts:
Tammy Blythe Goodman

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Source: Innovid