Integral Ad Science (IAS) has announced a new program showcasing media sellers who use the company’s “discrepancy-free” viewability measurement.
IAS, a company that
analyzes media environments for online advertisers, launched the Certified Viewability Partner Program with a few initial members including 33Across, Collective, Conversant, Drawbridge, Netmining,
TripleLift and Valassis Digital.
In a release, IAS CEO Scott Knoll stated that membership in the program signifies that companies facilitate accurate, trustworthy third-party measurement.
"...Once certified, [partners] are not only added to the program, but also gain the recognition delivered by the program that they operate with complete transparency," added Scott Knoll in an
email.
Last month, Real-Time Daily reported on a Q3 report from Integral Ad Science that found, despite the
industry’s frequent discussions about the issues presented by non-viewable ads, viewability didn’t improve in the quarter. Publishers and advertisers want to conduct media buying and
selling using an agreed-upon standard, the report said, which the company asserted will alleviate challenges in media buying.