Integral Ad Science, a digital ad measurement firm, on Thursday announced it has received accreditation from the Media Rating Council (MRC) for its video ad viewability measurement technology. Integral’s display viewability tech is accredited as well.
"This accreditation rounds out our viewability solution,” stated Scott Knoll, CEO of Integral Ad Science.
The MRC ended its “gating period” on transacting video ads based on viewability last summer. According to Integral’s fourth quarter 2014 viewability report, video ads were in-view 39% of the time, up from 30% in the third quarter.
"Integral has demonstrated itself to be an important industry leader in providing viewability and ad verification solutions that enable greater accountability throughout the industry,” stated George Ivie, executive director and CEO of the MRC.