January 20, 2021

Since 2017, the Media Rating Council (MRC) has recognized Adform for meeting its standards for served and viewable ad impressions.

Adform is delighted to share that the Media Rating Council (MRC) has granted a continuation of our accreditation for our Display and Video Served and Viewable Impressions and Viewability related metrics within Desktop, Mobile Web and Mobile In-App environments.

While most widely recognized in the United States, MRC Accreditation should be a key reference point for digital advertisers, regardless of their primary business region. It remains one of the most rigorous industry verification processes and requires strict compliance procedures as well as independent review and audits.

Each of these aspects has only continued to grow in significance in recent years as brands have been increasingly focused on requesting expanded vendor transparency, verifying their supply chain, billing transparency, and broader campaign metrics.  We believe that Adform’s proven track record, which we doubled down on subsequent to our most recent MRC audit with the launch of Adform FLOW, signals to the industry our on-going commitment to delivering effortless modern marketing.

When we chose to pursue MRC accreditation, it was in recognition of a call for greater transparency and trust by leading advertisers and agencies. Beyond that, it was a belief that through our heritage as an ad server, leveraging MRC accredited metrics to underpin and inform our DSP was a logical service digital advertising clients should expect but were rarely provided by the industry.

The accreditation process is very extensive, highly technical, and touches many parts of the platform. This includes internal teams ranging from IT to serving, processing (ETL) to client onboarding and business partner qualification. The result is a superior commitment to quality reporting as well as a robust platform able to act in a highly trustworthy and consistent fashion. I believe this is why you don’t see MRC accreditation from many of our DSP peers who imply ad serving capabilities/measurement excellence but lack dedicated ad serving capabilities and do not adhere to MRC accredited standards.  You can see a full list of accredited vendors and their accreditations here.

The continuation of our accreditation follows other recent Adform news, including being named a Leader in Gartner’s third Magic Quadrant for Ad Tech and Adform’s recently released transparency focused results from PwC’s commissioned analysis report (unrelated to our MRC accreditation) on Adform fee structures, data flows, match rates and efficiency of user experience.

We believe the combination of the November 2020 PwC report, participation on May 2020’s AOP/ISBA study and our MRC accreditation send a strong signal that Adform is at the forefront of supporting partners with a commitment to the highest levels of transparency for a superior client experience.

Adform also holds a number of other important certifications including being ISO/IEC 27001 certified for Information Security Management, EDAA Trust Seal Certified, IAB Standards certified, IAB UK Gold Standard 1.1 certified. Adform holds TAG Certified Against Fraud, Certified Against Malware, and Brand Safety Certified certifications as well as being a member of the Digital Advertising Alliance, and Network Advertising Initiative (NAI).

- Jurjen de Wal, Senior Product Director, Adform



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