Doubleclick Achieves Broadband Video And Advertising Exchange Ad Measurement Accreditation From The Media Ratings Council

New York, NY, January 7, 2008 : DoubleClick, the premier provider of digital advertising technology and services, announced today that it has achieved accreditation for DoubleClick Advertising Exchange(SM) impressions and DoubleClick In-stream broadband video measurement in accordance with the Interactive Advertising Bureau (IAB) certification process and achieved ad measurement accreditation by the Media Rating Council (MRC). The DoubleClick Advertising Exchange is the first ad exchange to be accredited by the MRC under the IAB guidelines, and DoubleClick In-Stream is the first in-stream solution for publishers to be accredited. In addition, DoubleClick's existing impression counting accreditation for DART® for Publishers and DART for Advertisers was renewed.

Advertising Info

MRC accreditation certifies that DoubleClick's DART ad-serving platform – which encompasses DART for Advertisers, DART for Publishers, DoubleClick Rich Media and the DoubleClick Advertising Exchange service – adheres to industry standards for counting digital ad impressions. Broadband Video accreditation ensures that DoubleClick In-stream adheres to specific broadband video counting guidelines. Additionally, the accreditation ensures that the operational and security practices supporting DART counting and reporting adhere to MRC standards.

The standardization of ad measurement and accreditation under the MRC ensures that clients utilizing DoubleClick's accredited products have an accurate and real time understanding of the digital ad impressions that their online campaigns generate. Ad impression measurement standardization is crucial as marketers continue to increase spend in digital advertising.

"DoubleClick was the first company to publish a public impression counting methodology and has long been the industry leader in counting standards," said David Rosenblatt, CEO of DoubleClick. "This year's accreditation moves beyond impression counts in ad-serving solutions and extends it to broadband video and exchanges. We commend the IAB and MRC for promulgating these standards in partnership with ourselves and others in the industry, and encourage other exchanges and broadband video technology providers to join DoubleClick in full compliance and accreditation."

“I applaud the fact that DoubleClick, a leader in digital marketing, has taken a proactive role in promoting the standardization of digital advertising measurement,” said George Ivie, Executive Director of the Media Rating Council. “Digital advertising is a medium that continues to evolve, and DoubleClick’s continued adoption of the Standards and Accreditation is a good step in moving the industry forward.”

The ad impression measurement standards were developed and finalized in November 2004 by the IAB in conjunction with DoubleClick and other members representing major online publishing and ad-serving vendors across North America, Latin America, Europe and Asia. These standards ensure that all parties adhere to a common framework for measuring ad impressions, and that proper levels of operation and control are brought to bear within each accredited organization.

Under the terms of MRC accreditation, DoubleClick provides full information to the MRC with regard to all aspects of its operations, conducts impression counting and reporting in accordance with representations to its clients and the MRC, and submits to thorough annual audits of its procedures by CPA firms engaged by the MRC.