Videology's video advertising visibility measurement is accredited by the Media Rating Council

Videology addresses brand safety within digital video markets from a visibility standpoint, fraud prevention and content quality. And, with that objective, has developed a new tool that helps advertisers and media make decisions more confidently. In addition, its video advertising viewability measurement system has been certified by MRC.

The Media Rating Council (MRC) has accredited the firm's video impression viewability measurement Videology, an accreditation based on an audit that evaluated the compliance of this video advertising platform with the MRC's Minimum Standards for Media Rating Research, the applicable IAB Measurement Guidelines and the, recently introduced, MRC's Viewable Impression Measurement Guidelines. MRC has also awarded continued accreditation to Videology for its measurement of impressions served on digital video, as well as by their count of impressions shown.

The audits carried out by the MRC aim to ensure that audience measurement services are valid, Reliable and effective.

In addition, Videology has announced the launch of Viewpoint, A suite of tools designed to enable advertisers and media outlets to make more confident decisions in the video space. The suite offers a three-pronged approach to security, focusing on fraud prevention and content quality, as well as MRC's newly accredited visibility solution.

"Security issues are complex and changing, And we want to make sure that we're building the right technologies and that we're partnering with the best players in the industry. MRC accreditation on impression visibility shows we're on the right track. Viewpoint allows us to cover the full spectrum of problems rather than focusing on one specific one, such as visibility", comments Scott Ferber, President and CEO of Videology.

Visibility, Prevention, quality

Viewpoint Approaches Brand Safety Within Digital Video Markets from a Viewability Standpoint, fraud prevention and content quality.

Videology's proprietary visibility tool, MRC accredited, uses a unique combination of geometric and search measurement to detect whether or not an ad is visible on the user's screen. Professionals can use Videology's campaign engine reporting tool, indicating the volume of ads measured as "viewable" according to MRC standards.

Viewpoint uses a mix of proprietary and third-party solutions to monitor common website fraud risk indicators, such as the user's frequency, performance anomalies and other risk points. The solution includes verification of each print against the IAB/ABCe International Spider & Bots List; System-wide quality audits conducted with vendors such as DoubleVerify, Integral Ad Science and White Ops; and internal website fraud risk indicator monitoring tools.

When it comes to content quality, Videology maintains the industry's strictest requirements for webpage-level inventory approval. Accepts an average of 10% of all ad requests from public exchanges, based on approved specifications. It also works with solution providers, such as DoubleVerify and Trust Metrics, to give additional control of the quality of the content.

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