DoubleVerify wins TikTok video viewability accreditation

DoubleVerify has received Media Rating Council accreditation for TikTok video viewability reporting, becoming the first measurement vendor to do so for the platform.

The accreditation covers direct measurement and reporting of video ads served in the TikTok mobile app, including impressions, viewable impressions, related viewability metrics and sophisticated invalid traffic filtration.

It extends DoubleVerify's existing accredited measurement work to TikTok campaigns. Reporting is available through a dedicated dashboard in the company's Pinnacle analytics and reporting platform.

Media Rating Council accreditation is widely used in advertising as an external check on whether measurement services meet industry standards. Those standards cover issues such as whether an ad was viewable and whether reported traffic included invalid activity.

TikTok is a significant advertising platform in Australia, reaching more than 12.5 million Australians each month, or 41% of Australian mobile users, with average daily use of more than 90 minutes.

That scale has made measurement on social video platforms a growing issue for brands and agencies seeking independent reporting on whether campaigns were seen by users and whether impressions were affected by invalid traffic.

The latest accreditation builds on DoubleVerify's longer relationship with the Media Rating Council. The company first gained accreditation in 2013, and its accredited products across display, video and connected TV were renewed again this year.

Industry standards

The Media Rating Council plays a central role in setting and auditing standards used across digital advertising markets. Often working with the Interactive Advertising Bureau, it has helped define common rules for viewability and invalid traffic detection across desktop, mobile and connected TV environments.

In practice, ad buyers, platforms and measurement providers use those standards as a benchmark for campaign reporting. Accreditation can therefore influence which vendors advertisers trust when assessing media spend.

Alongside the TikTok accreditation, DoubleVerify also secured accreditation extensions in two other measurement areas: broader coverage for its Authentic Attention metrics and new property-level ad verification language accreditations.

The attention-related extension now includes metrics for authentic non-viewable and authentic modelled video impressions. The new language accreditations bring coverage to 55 accredited languages for domain and mobile app environments and 10 languages for connected TV applications.

Mark Zagorski, Chief Executive Officer of DoubleVerify, described the TikTok accreditation as a sign of demand for independent measurement on social video services. "We are proud to be the first measurement provider to achieve MRC accreditation for TikTok video viewability reporting," he said.

"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."

"The Media Rating Council said the accreditation also reflected DoubleVerify's broader compliance work. "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, MRC Chief Executive Officer.

"This accreditation demonstrates DoubleVerify's continued commitment to independent validation of compliance with industry standards."