• Beet.TV, Tuesday, March 15, 2016 10:31 AM

Integral Ad Science’s new partnership with MediaMath, announced on March 10, enables advertisers to choose specific levels of video viewability for their campaigns. It's also one of several initiatives based on targeting at the placement level that will be replicated by others.

Instead of doing video targeting at the domain level, Integral does it at the placement level, Kevin Lenane, GM of Video at Integral, tells Beet.TV. This is to avoid the pitfalls inherent in rating domains and labeling them “white” or “black.” “There’s always a chance with the white list/black list scenario that you don’t hit your target,” Lenane says. “It’s just a broader instrument. We do video targeting at the actual placement level, looking at the individual video pages and rating those based on their history and then making predictions based on that history.”

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