MRC Seal of Approval for IAS Facebook Measures

New York-based digital media measurement firm Integral Ad Science (IAS) has achieved MRC accreditation for impression and viewability measurement and the reporting of display and video ads across Facebook and Instagram.

The latest award covers IAS' measurement of display and video ads served in the Facebook Newsfeed on desktop and mobile web, as well as those served in both the Facebook and Instagram mobile apps. Currently more than 100 research products are audited by the MRC, including measures of display and video viewability for desktop, mobile web, and mobile in-app; invalid traffic for desktop, mobile web, and mobile in-app; and property level brand safety.

The news follows a busy summer for IAS - in June it filed a registration statement with the SEC, for a proposed IPO of its common stock; and in August it announced the acquisition of CTV advertising platform Publica, in a cash and stock transaction valued at $220m.

Integral's CEO Lisa Utzschneider (pictured) comments: 'We're proud to achieve this important MRC accreditation for our Facebook integrated measurement. Marketers rely on IAS and our advanced technology to drive much needed transparency along with greater outcomes for their Facebook campaigns. We continue to prioritize our customers' needs in our role as a leading provider of digital media quality across all social platforms'.

MRC Chief Exec George W. Ivie says the award is 'an important achievement that will help bring marketers the transparency they need to better evaluate ad spend on these critical platforms', and adds: 'We congratulate IAS for its commitment to digital media quality and for meeting the rigorous standards necessary to attain this significant milestone'.

IAS already has MRC accreditation for measures of total and viewable impressions; property-level campaign monitoring and firewall verification; and ad fraud detection / SIVT on desktop, mobile web and mobile in-app platforms. The firm is online at www.integralads.com .