Viewability Accreditation Applies to IAS Certified Connected TV Traffic
Accreditation includes measurement of video-tracked ads, impressions, and related viewability 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. IAS also received MRC accreditation for CTV-rendered impressions.
"Today's announcement of the industry's first CTV viewability accreditation further solidifies IAS's leadership in the Connected TV space," said
IAS achieved these accreditations by undergoing a rigorous audit conducted by an independent CPA firm engaged by the MRC, which included tests across apps and device combinations to ensure its measurement of CTV video ads meets the MRC's standards for viewable impressions.
"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," said
This latest accreditation achievement is further demonstration of IAS's commitment to bringing even greater transparency and quality to all aspects of the digital measurement landscape.
The MRC is a non-profit industry association established in 1963 composed of leading television, radio, print and Internet companies, as well as advertisers, advertising agencies and trade associations whose goal is to ensure measurement services that are valid, reliable and effective. Measurement services desiring MRC Accreditation are required to disclose to their customers all methodological aspects of their service; comply with the MRC Minimum Standards for
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