Integral Claims End-to-End MRC Accreditation First

In the US, the Media Rating Council (MRC) has awarded ad tech firm Integral Ad Science accreditation for cross-platform Sophisticated Invalid Traffic (SIVT) detection, as well as for viewable ad impression measurement.

Claiming the combination as a first, Integral said it also won accreditation for its mobile web and in-app SDK viewability measurement for display and video ads, and continued approval for its brand risk monitoring, blocking of certain display ads, and measurement of viewable desktop display and video ad impressions.

The SIVT accreditation validates the company's proprietary technology to detect, measure and report on invalid activity on desktop and mobile web traffic.

George W. Ivie (pictured), Executive Director and CEO of MRC, said the company had met 'extremely rigorous requirements' over SIVT detection and filtration, and the combination of functions now accredited 'clearly place [Integral] at the forefront of industry leadership in ensuring a high quality environment for digital advertising'.

Integral CEO Scott Knoll commented: 'The cornerstone of our business is a commitment to transparency and arming brands, agencies, and publishers with metrics that matter and solutions that protect and enhance their advertising impact'.

IAS is headquartered in New York with global operations in ten countries, and is online at www.integralads.com . The MRC can be found at www.mediaratingcouncil.org .