Integral Ad Science announces that it has earned Media Rating Council (MRC) accreditation for its invalid traffic (SIVT) filtration in the Connected TV (CTV) environment.
Last year, IAS received the industry’s first accreditation for CTV video viewable impressions. With this announcement, IAS expands its portfolio of MRC-accredited metrics to include SIVT filtration of CTV video viewable impressions.
“This accreditation marks our continued commitment to transparency and quality in the CTV space and further demonstrates our position as a leader in providing accredited products and services to our clients. As marketers allocate increased spend towards CTV and OTT to reach audiences, it is increasingly important to ensure these environments are protected from fraud,” Kevin Alvero, chief compliance officer, IAS said.
The full scope of the accreditation covers IAS’s SIVT filtration and reporting in CTV environments as applied to video impressions, viewable impressions, and related viewability metrics.
“IAS is to be congratulated for the longstanding commitment to quality measurement it has demonstrated through its engagement in the MRC’s accreditation process. This new accreditation is especially critical to marketers as they continue to grow their investments in CTV channels,” George W. Ivie, executive director and CEO, MRC, said.