IAS Wins CTV Viewability Accreditation

In the US, dital media measurement and verification firm Integral Ad Science has received the industry's first Media Rating Council (MRC) accreditation for Connected TV (CTV) video viewable impressions.

IAS aims to be the global benchmark for trust and transparency in digital media quality for brands, publishers and platforms, and its MRC-approved technology promises to ensure that ads are viewable by real people, in safe and suitable environments. The latest accreditation includes measurement of video-tracked ads, impressions and related viewing metrics - including general invalid traffic detection - in CTV environments (applicable to certified traffic only). IAS is the only company to date to have earned MRC accreditation for viewability in CTV.

George Ivie (pictured), Executive Director and CEO of the MRC, comments: 'The accreditation of IAS's measurement of video-tracked ads, impressions and viewability metrics in CTV environments is a significant step in bringing transparency to marketers and publishers in this rapidly expanding space. We congratulate IAS on this notable milestone, and for its continued demonstration of industry leadership in support of quality measurement through the accreditation process'.

Web site: www.integralads.com .