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Extreme Reach Receives MRC Accreditation for its Video Ad Viewability Services


Media Contact:
Bryan Darrow
Extreme Reach
(646) 437-3754
[email protected]

NEEDHAM, MA – July 9, 2015 – Extreme Reach, Inc., the leading provider of TV and digital video advertising solutions, today announced that the Media Rating Council (MRC), the industry group that audits and accredits media measurement capabilities, has granted accreditation to the Company’s suite of video ad viewability services.

Through its accreditation process, the MRC vets, audits and approves advertising metrics and measurement methodologies and practices. It seeks to secure media measurement services that are valid, reliable and effective, and to ensure that a product’s methodology, metrics and reports adhere to industry-accepted guidelines for digital measurement.

“We’re honored to receive accreditation from the MRC, which certifies our compliance with their rigorous standards for viewability,” said Avi Brown, Chief Digital Officer at Extreme Reach. “The MRC is at the forefront of viewable impressions measurement, with a goal of improving overall standards by encouraging vendors to adopt specific practices that ensure high levels of consistency in viewability metrics. This accreditation is a testament to the quality of our platform, and our commitment to providing clients with a clear and comprehensive view of their video ad campaigns.”

The accreditation provides added assurance to advertisers, agencies and digital publishers that Extreme Reach meets recently defined industry standards determined by the MRC and Interactive Advertising Bureau (IAB) for reporting on numerous viewability issues that can occur when running video advertisements online. These standards help advertisers determine the value of ad impressions by measuring whether or not the ads are presented in the viewable space of a browser window, on an in-focus browser tab, with 50 percent or more of the ad’s pixels exposed, and a viewing duration of at least two consecutive seconds.

Extreme Reach provides a variety of additional viewability standards for clients beyond those defined by the MRC, including requirements on:

  1. Video player size: The ad must run on a video player that’s large enough to be seen (200×150 pixels or larger).
  2. Audio: The ad must not play with the sound auto-muted by the video player.

Extreme Reach also enables digital clients to pinpoint waste and fraud via in-banner ads, robotic traffic and placements in unsafe environments.

Extreme Reach received accreditation from the MRC for a variety of additional video ad metrics in Fall 2013, which include the following:

  1. Video Impressions
  2. Video Clicks
  3. Companion Clicks
  4. Completions
  5. Completion Rate
  6. Reach
  7. Frequency
  8. Auto-play

About Extreme Reach
Extreme Reach is the leading provider of video advertising management and distribution solutions that span TV, Digital and Mobile. It offers the leading Talent & Rights solution suite that is fully integrated with video ad delivery and measurement. Thousands of brands and agencies, including nearly all of the Ad Age 100, look to Extreme Reach to activate, measure and optimize video advertising campaigns across screens and devices. The Extreme Reach enterprise platform brings traditional TV and digital video advertising together, simplifying workflows and unifying analytics. Extreme Reach is headquartered in Needham, Mass., with offices in 18 cities across the United States, Canada and the United Kingdom.

About the Media Rating Council (MRC)
The MRC is a non-profit Industry association established in 1964 composed of leading television, radio, print and internet companies, as well as advertisers, advertising agencies and trade associations whose goal is to ensure measurement services that are valid, reliable and effective. Measurement services desiring MRC Accreditation are required to disclose to their customers all methodological aspects of their service; comply with the MRC Minimum Standards for Media Rating Research; and submit to MRC-designed audits to authenticate and illuminate their procedures. In addition, the MRC membership actively pursues research issues they consider priorities in an effort to improve the quality of research in the marketplace. Currently approximately 90 research products are audited by the MRC. Additional information about MRC can be found at