Ad Viewability Service Gets Thumbs Up from MRC

In the US, advertising intelligence specialist Integral Ad Science has achieved Media Rating Council (MRC) accreditation for its online ad viewability product. The product is used by Nielsen as part of its Online Campaign Ratings (OCR).

Integral, headquartered in New York and with operations in San Francisco, London, Tokyo and Sydney, offers online advertisers the prospect of a 'safe, quality media environment', by evaluating sites and giving them a TRAQ Score (True Advertising Quality). Its services include real-time, impression-level fraud detection and prevention solutions.

The accreditation means the viewability services adhere to MRC's Minimum Standards for Media Rating Research as well as other industry standards for digital campaign measurement.

Integral's CEO Scott Knoll comments: 'When we analyzed campaign data, we noticed that many viewable impressions were being served to non-human traffic, and we concluded that simply measuring whether ads are in or out of view is not enough. MRC's recognition of our innovative approach underscores its value for digital media buyers and sellers who are striving to adhere to and set high standards of media quality.'

George Ivie (pictured), CEO and Executive Director of the MRC said the award was 'a testament to Integral Ad Science's forward-thinking approach and commitment to industry best practices.'

Nielsen's EVP of Global Product Leadership, Megan Clarken, comments: 'The MRC 'stamp of approval' provides instant market credibility and confidence because of the extensive review process that includes the industry's leading media researchers. While Nielsen Online Campaign Ratings is not currently accredited by MRC for viewability, as a result of Integral's viewability accreditation, Nielsen is now working with the MRC on viewability accreditation for Nielsen Online Campaign Ratings, which is already MRC accredited for gross rating points (GRPs), unique users and unique cookies.'

The company is online at www.integralads.com and the MRC at www.mediaratingcouncil.org .