NEWS26 March 2024

IAS gains MRC accreditation

Media News North America

US – Global media measurement and optimisation platform Integral Ad Science (IAS) has been accredited by the Media Rating Council for its third-party calculation and reporting of YouTube video viewability.

Media measurement screens_crop

The accreditation covers IAS’s third-party calculation and reporting of Google ADH-MP measurement data from the Google Ads, Display and Video 360, and YouTube Reserve services.

Calculation and reporting covers Google YouTube video impressions, viewable video impressions and related viewability metrics across desktop, mobile web and mobile in-app environments.

Advertising formats are inclusive of Google’s YouTube skippable in-stream adverts, non-skippable in-stream adverts, standard in-stream, YouTube in-stream select and bumper advertisements.

Kevin Alvero, chief compliance officer at IAS, said: “Our latest accreditation from the MRC for third-party calculation and reporting of YouTube viewability further solidifies IAS’s position as the global benchmark for trust and transparency in digital media quality.

“Advertisers can continue to transact with IAS for high-quality independent reporting of digital advertising campaigns.”

George Ivie, chief executive and executive director at MRC, said: “We congratulate IAS for achieving accreditation for their third-party calculation and reporting of YouTube video impression delivery and viewability based on audited ADH data.

“IAS’s expansion of their accreditation in this area continues to show their commitment to transparency and to the MRC process.”