# DoubleVerify Earns First MRC Accreditation for TikTok Viewability
> IAS expanded its TikTok footprint three days earlier without an MRC stamp, extending DoubleVerify's accreditation lead to three platforms.
- Publication: The State of Streaming
- Section: Measurement & Data
- Published: 2026-04-25T20:00:00.000Z
- Updated: 2026-05-04T00:00:00.000Z
- Byline: The State of Streaming Staff
- Canonical URL: https://thestateofstreaming.com/measurement-data/2026/04/doubleverify-tiktok-mrc-accreditation/
- Read time: 2 min
## Summary
DoubleVerify on April 23 became the first measurement vendor to earn MRC accreditation for TikTok video viewability, covering impressions, viewable impressions, and SIVT filtration on the mobile app via DV Pinnacle. IAS expanded its TikTok footprint three days earlier without claiming accreditation.

## Key facts

- DoubleVerify on April 23, 2026 became the first measurement provider to earn MRC accreditation for TikTok video viewability reporting.
- Accreditation covers direct measurement of impressions, viewable impressions, related viewability metrics and sophisticated invalid traffic filtration on the TikTok mobile app, reported via DV Pinnacle.
- It is the third platform-specific MRC viewability accreditation DoubleVerify has earned first, after YouTube in April 2022 and CTV in April 2024.
- Integral Ad Science announced a Total Media Quality expansion to four additional TikTok placements on April 20, 2026, without claiming MRC accreditation.
- The accreditation is the first major third-party measurement investment to clear after TikTok's U.S. joint venture closed on January 22, 2026.
- DoubleVerify's property-level ad-verification language coverage now spans 55 languages for domain and mobile app and 10 languages for CTV.
- DoubleVerify reports Q1 2026 results on May 6 after market close, with a 4:30 p.m. ET conference call.


## Why it matters

MRC accreditation is the procurement-grade validation upfront-buying teams require before treating a platform's measurement as currency-adjacent. TikTok has been pitching upfront-grade ad inventory for two years on infrastructure that no third party had audited to that standard; DoubleVerify's stamp closes that gap. It also resets the DoubleVerify–IAS competitive ledger on TikTok, where IAS held the deeper product footprint.


## What to watch

- DoubleVerify Q1 2026 earnings on May 6, 2026 after market close (4:30 p.m. ET conference call), the same day as Magnite.
- TikTok's 2026 NewFronts pitch, the first upfront cycle in which the platform can sell against MRC-accredited third-party viewability.
- Whether IAS files for its own TikTok video viewability accreditation, mirroring its 24-month-lagged YouTube accreditation in March 2024.
- Identification of Khartoon Weiss's successor after her April 10 exit to Google; Weiss was VP and general manager of global business solutions overseeing North American and global brands.

## Article
DoubleVerify (NYSE: DV) became the first measurement vendor to earn Media Rating Council (MRC) accreditation for TikTok video viewability reporting, the company [said Thursday](https://ir.doubleverify.com/news-events/press-releases/press-releases-details/2026/DoubleVerify-First-Measurement-Provider-to-Earn-MRC-Accreditation-for-TikTok-Video-Viewability-Reporting/default.aspx). The stamp covers direct measurement of impressions, viewable impressions, related viewability metrics, and sophisticated invalid traffic filtration on the TikTok mobile app, [reported through DV Pinnacle](https://www.globenewswire.com/news-release/2026/04/23/3279993/0/en/DoubleVerify-First-Measurement-Provider-to-Earn-MRC-Accreditation-for-TikTok-Video-Viewability-Reporting.html).

It is the third platform-specific MRC viewability accreditation DoubleVerify has earned first, after [YouTube in April 2022](https://www.businesswire.com/news/home/20220419005301/en/DoubleVerify-Earns-MRC-Accreditation-for-Independent-Third-Party-Viewability-Reporting-on-YouTube) and [CTV in April 2024](https://www.businesswire.com/news/home/20240424242355/en/DV-Earns-MRC-Accreditation-for-CTV-Viewability-Reinforcing-its-Leadership-in-Pre--and-Post-Bid-CTV-Measurement). [Integral Ad Science](/companies/integral-ad-science/) (NASDAQ: IAS), DoubleVerify's primary competitor in third-party verification, [announced on April 20](https://integralads.com/insider/ias-brings-total-media-quality-measurement-to-tiktoks-performance-solutions/) that it had expanded Total Media Quality coverage to four more TikTok placements, including Search Ad Campaigns, GMV Max U.S., and TikTok Lite U.S. The IAS release did not claim MRC accreditation. The same pattern played out on YouTube, where IAS [trailed DoubleVerify by roughly 24 months](https://www.prnewswire.com/news-releases/integral-ad-science-earns-mrc-accreditation-for-integrated-third-party-calculation-and-reporting-of-youtube-video-viewability-302095115.html) on the same accreditation, and on CTV, where [IAS has not announced one](/measurement-data/2026/05/ctv-transparency-ad-supported-default-ias/). DoubleVerify CEO Mark Zagorski has built the standardization-as-moat playbook around being there first; the TikTok stamp is its fourth iteration after [DV Authentic Attention shipped on TikTok in December](https://doubleverify.com/company/newsroom/doubleverify-expands-dv-authentic-attention-to-tiktok-as-the-first-badged-tiktok-marketing-partner-for-impression-level-attention-insights). MRC's own news index has not yet posted a standalone confirmation; the [Tier 1 anchor for the accreditation](https://mediaratingcouncil.org/) is George Ivie's quote inside the DoubleVerify release, with the next public MRC quarterly update due after the April 17 roll-up.

The accreditation is the first major third-party measurement investment to clear after [TikTok's U.S. joint venture closed on January 22](https://variety.com/2025/digital/news/tiktok-us-joint-venture-deal-close-date-oracle-silver-lake-1236612315/), with Oracle (NYSE: ORCL), Silver Lake, and MGX holding 50 percent, existing investors 30.1 percent, and ByteDance 19.9 percent. The stamp lands as TikTok's commercial leadership turns over: Blake Chandlee stepped down in [March 2025](https://www.thedrum.com/news/2025/03/26/tiktok-ad-chief-blake-chandlee-steps-down-watch-his-final-major-interview) and Khartoon Weiss left April 10 for Google (NASDAQ: GOOGL), [Bloomberg reported](https://www.bloomberg.com/news/articles/2026-04-07/tiktok-ad-leader-weiss-to-step-down-in-latest-high-profile-exit), with Adam Presser running the U.S. JV. For buyers, MRC accreditation is the procurement-grade validation that lets upfront and audit teams treat platform-supplied numbers as [currency-adjacent](/measurement-data/2026/05/state-of-streaming-cognition-gap-conviva-ads/). TikTok has been pitching upfront-grade inventory through Pulse and Pulse Premiere for several upfront cycles on measurement no third party had stamped to that standard. The May–June upfront commitments cycle will be the first in which TikTok can sell against an MRC-accredited third-party viewability spec.

DoubleVerify reports Q1 2026 results [on May 6 after market close, with a 4:30 p.m. ET call](https://www.stocktitan.net/news/DV/double-verify-to-announce-first-quarter-2026-financial-results-on-pja16f3amqvb.html), the same day as [Magnite (NASDAQ: MGNI)](/advertising-adtech/2026/04/magnite-q1-2026-ctv-crossover-preview/).

## Entities

- Companies: DoubleVerify Holdings, Integral Ad Science, Media Rating Council, TikTok, ByteDance, Magnite, Google
- People: Mark Zagorski, George Ivie, Lisa Utzschneider, Adam Presser, Khartoon Weiss
- Products: DV Pinnacle, DV Authentic Attention, Total Media Quality


## Tags

- MRC-accreditation
- TikTok-measurement
- DoubleVerify
- IAS
- video-viewability
- ad-verification
- SIVT-filtration
- NewFronts-2026


## Sourced claims

- DoubleVerify on April 23, 2026 became the first measurement provider to earn MRC accreditation for TikTok video viewability reporting. — DoubleVerify investor relations press release, April 23, 2026: https://ir.doubleverify.com/news-events/press-releases/press-releases-details/2026/DoubleVerify-First-Measurement-Provider-to-Earn-MRC-Accreditation-for-TikTok-Video-Viewability-Reporting/default.aspx
- Accreditation covers direct measurement of impressions, viewable impressions, related viewability metrics and sophisticated invalid traffic (SIVT) filtration on the TikTok mobile app, reported via DV Pinnacle. — DoubleVerify GlobeNewswire syndication, April 23, 2026: https://www.globenewswire.com/news-release/2026/04/23/3279993/0/en/DoubleVerify-First-Measurement-Provider-to-Earn-MRC-Accreditation-for-TikTok-Video-Viewability-Reporting.html
- Mark Zagorski said the company is proud to be the first measurement provider to achieve MRC accreditation for TikTok video viewability reporting. — DoubleVerify GlobeNewswire syndication, April 23, 2026: https://www.globenewswire.com/news-release/2026/04/23/3279993/0/en/DoubleVerify-First-Measurement-Provider-to-Earn-MRC-Accreditation-for-TikTok-Video-Viewability-Reporting.html
- George Ivie of the Media Rating Council congratulated DoubleVerify for extending its video viewability and SIVT accreditation to TikTok traffic. — DoubleVerify GlobeNewswire syndication, April 23, 2026 (Ivie quote): https://www.globenewswire.com/news-release/2026/04/23/3279993/0/en/DoubleVerify-First-Measurement-Provider-to-Earn-MRC-Accreditation-for-TikTok-Video-Viewability-Reporting.html
- MRC's public news index has not yet posted a standalone confirmation of the TikTok accreditation; its most recent public update is a quarterly accreditation roll-up dated April 17, 2026. — Media Rating Council news index, observed April 25, 2026: https://mediaratingcouncil.org/
- DoubleVerify earned MRC accreditation for YouTube viewability in April 2022. — DoubleVerify BusinessWire release, April 19, 2022: https://www.businesswire.com/news/home/20220419005301/en/DoubleVerify-Earns-MRC-Accreditation-for-Independent-Third-Party-Viewability-Reporting-on-YouTube
- DoubleVerify earned MRC accreditation for CTV viewability in April 2024. — DoubleVerify BusinessWire release, April 24, 2024: https://www.businesswire.com/news/home/20240424242355/en/DV-Earns-MRC-Accreditation-for-CTV-Viewability-Reinforcing-its-Leadership-in-Pre--and-Post-Bid-CTV-Measurement
- DoubleVerify launched DV Authentic Attention on TikTok as the first badged TikTok Marketing Partner for impression-level attention insights on December 10, 2025. — DoubleVerify newsroom release, December 10, 2025: https://doubleverify.com/company/newsroom/doubleverify-expands-dv-authentic-attention-to-tiktok-as-the-first-badged-tiktok-marketing-partner-for-impression-level-attention-insights
- Integral Ad Science announced an expansion of Total Media Quality measurement to four additional TikTok placements on April 20, 2026, without claiming MRC accreditation for any TikTok measurement. — IAS Insider blog post, April 20, 2026: https://integralads.com/insider/ias-brings-total-media-quality-measurement-to-tiktoks-performance-solutions/
- Integral Ad Science earned MRC accreditation for YouTube viewability in March 2024, roughly 24 months after DoubleVerify. — Integral Ad Science PRNewswire release, March 2024: https://www.prnewswire.com/news-releases/integral-ad-science-earns-mrc-accreditation-for-integrated-third-party-calculation-and-reporting-of-youtube-video-viewability-302095115.html
- TikTok's U.S. joint venture, owned 50 percent by Oracle, Silver Lake and MGX, 30.1 percent by existing investors and 19.9 percent by ByteDance, closed on January 22, 2026, with Adam Presser as CEO. — Variety on TikTok U.S. joint venture framework and close, 2025–2026: https://variety.com/2025/digital/news/tiktok-us-joint-venture-deal-close-date-oracle-silver-lake-1236612315/
- Khartoon Weiss, TikTok's VP and general manager of global business solutions overseeing North American and global brands, departed on April 10, 2026 for Google as VP of U.S. mid-market sales, commerce. — Bloomberg, April 7, 2026: https://www.bloomberg.com/news/articles/2026-04-07/tiktok-ad-leader-weiss-to-step-down-in-latest-high-profile-exit
- DoubleVerify will report Q1 2026 financial results on May 6, 2026 after market close, with a conference call at 4:30 p.m. ET. — DoubleVerify earnings-date release via StockTitan: https://www.stocktitan.net/news/DV/double-verify-to-announce-first-quarter-2026-financial-results-on-pja16f3amqvb.html

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