• by Tyler Loechner  @mp_tyler, November 25, 2013

Integral Ad Science this morning announced it has received Media Rating Council (MRC) accreditation for its viewability product. The accreditation comes less than a week after the MRC announced it will be lifting its viewability advisory by Q1 2014. 

Integral claims their viewability product also offers real-time, impression-level fraud detection, which RTM Daily wrote about in October.

"When we analyzed campaign data, we noticed that many viewable impressions were being served to non-human traffic, and we concluded that simply measuring whether ads are in or out of view is not enough," stated Scott Knoll, CEO of Integral Ad Science.

The news is also important to Nielsen, which exclusively offers its viewability reporting metrics for Nielsen Online Campaign Ratings through Integral's product.

"While Nielsen Online Campaign Ratings is not currently accredited by MRC for viewability, as a result of Integral's viewability accreditation, Nielsen is now working with the MRC on viewability accreditation for Nielsen Online Campaign Ratings," stated Megan Clarken, Nielsen's executive vice president of global product leadership.