IAS Launches CTV Quality Measurement 'First'

Advertising intelligence specialist Integral Ad Science (IAS) has launched what it claims is the first live media quality measurement for CTV.

Headquartered in New York, IAS is known for its TRAQ scores (TRue Advertising Quality), which evaluate the quality of media environments. The firm is accredited by the Media Rating Council for impression and viewability measurement and the reporting of display and video ads across Facebook and Instagram; for its cross-platform SIVT detection (Sophisticated Invalid Traffic); and for viewable ad impression measurement.

Through this latest launch, available through the IAS Signal unified reporting platform, advertisers can measure media quality with CTV data based on device, app, channel, genre, content category and rating for their campaigns, subject to publisher disclosure, which IAS describes as an industry first.

CEO Lisa Utzschneider (pictured) comments: 'We're transforming the way marketers measure media quality for CTV campaigns with granular insights and greater transparency in IAS Signal that will help bring more dollars from linear to CTV. After acquiring CTV advertising platform Publica last year, this is just the first example of how we're building technology to revolutionize CTV advertising, while providing marketers with a new level of data to inform their strategies and budgets'.

Web site: www.integralads.com .