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Generating MRC-Accredited Metrics

  • Updated

Purpose

IMPORTANT: Following Mediaocean’s acquisition of the Innovid ad server in early 2025, we are currently transitioning to unify our brand under the Innovid name. Note that this is strictly a brand update; the procedures and methodologies detailed in this document remain accurate and fully effective. Our MRC Accreditation remains unchanged for the legacy Flashtalking service (now externally branded as Innovid). While this document may still reference the Flashtalking name, it is part of our broader effort to unify our identity under the Innovid brand.

The Media Rating Council (MRC) has evaluated that some metrics within the Flashtalking (now branded as Innovid) Report Hub adhere to the industry standards required for MRC accreditation. The Flashtalking Report Hub is titled ‘Campaign Manager Reports’ when logged into the User Interface (UI). No other reports are accredited by MRC. If a metric is accredited by the MRC, it is included in “MRC Accredited Metrics” in the “Reporting Metrics Glossary.” All reports generated by Flashtalking will include an associated email with links to both the report template and our Help Center Description of Methodology, which defines what is and is not accredited.

Overview

To report only on MRC-accredited metrics, you must select the Device report template within ‘Campaign Manager Reports’ and metrics as described below. 

We have provided specific metrics for valid, invalid, and unknown ads (server-side measured). Only valid ads are considered MRC Accredited, but all IVT status metrics are made available, including unfiltered counts.

Device reports include the following metrics for display and video ad formats, which are submitted and accredited by the MRC for desktop, mobile web, and mobile app environments: 

  • Gross Unfiltered Ads Requested 
  • Valid Ads Requested 
  • Invalid Ads Requested 
  • Total Ads Requested 
  • Gross Unfiltered Impressions Rendered 
  • Valid Impressions Rendered 
  • Invalid Impressions Rendered 

Display impressions

MRC-accredited standard Display metrics must be requested through a Device report, through which additional dimensions can be added to break out the data as needed into the accredited metrics.

  • Ad Channel:  Display or Video
  • Device Type:  Desktop, Mobile, and CTV* (categorized by WURFL)
  • Env:  Web or In-App Environment

The "Measurement Source" dimension must also be included, as values from "Provided" sources must be removed or ignored.  We also support all IVT metric categories, including unfiltered, unknown, valid, and invalid. 

*CTV is not accredited by MRC

Video impressions

For MRC-accredited Video metrics, additional parameters must be included to filter out non-accredited dimensions by selecting Device Type and Environment (Env) as device breakouts.  Then add in "Ad Channel," "Publisher Certification," and "Measured Source" as additional dimensions.  Finally, include the “Valid Ads Requested” and “Valid Impressions Rendered” metrics.

Once the report is generated, Certified video values in Desktop Web, Mobile Web, and Mobile App, from the "Measured" source, are MRC Accredited. Users will need to remove or ignore all values associated with Provided sources, Uncertified publishers, non-video Ad Channel, and any device types other than Desktop Web, Mobile Web, and Mobile App, as other devices, including CTV, are not currently accredited.

Protected-measured metrics

When running integrated Protected Media verification on your campaign, additional MRC-accredited metrics will be available, including "Protected" Impressions, Viewability, and SIVT for Display and Video on Desktop, Mobile Web, and Mobile App devices, as well as Impressions and SIVT for Video on CTV devices.

To report on the Protected SIVT Decision Rate, which is defined as the percentage of Impressions for which sufficient information was available to make an SIVT determination, you must use a Device report as instructed above to generate MRC Accredited Impression metrics, and include the additional metric "SIVT Decision Rate."

Device reports include the following metrics, which are submitted and accredited by MRC:

  • Protected Gross Impressions*
  • Protected Impressions Net of GIVT*
  • Protected Impressions Net of SIVT*
  • Protected SIVT Undecided*
  • Protected Decision Rate of SIVT*
  • Protected Viewable Impressions Net of GIVT 
  • Protected Non-Viewable Impressions Net of GIVT 
  • Protected Undermined Impressions Net of GIVT 
  • Protected Measured Rate Net of GIVT 
  • Protected Viewable Impressions Net of SIVT 
  • Protected Non-Viewable Impressions Net of SIVT 
  • Protected Undetermined Impressions Net of SIVT 
  • Protected Measured Rate of Net of SIVT 
  • Protected Viewable Rate Net of SIVT 
  • Protected Percent Viewable Net of SIVT 
  • Protected Percent Non-Viewable Net of SIVT 
  • Protected Percent Undetermined Net of SIVT 

*Protected Media accredited environments for the metrics stated above (*) are desktop, mobile web, mobile app, and CTV. The remaining metrics are accredited for desktop, mobile web, and mobile app. Protected Media measured CTV metrics (*) are accredited for video traffic only. CTV is not submitted for display traffic due to its immaterial volume.

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