IAS Achieves MRC Accreditation for Integrated Third-Party Measurement on Facebook

Integral Ad Science, Media Rating Council | November 09, 2021

Delivers much-needed transparency for advertisers across their social media buying

SINGAPORE, November 8, 2021 -- Integral Ad Science (Nasdaq: IAS), a global leader in digital media quality, today announced that it has been accredited by the Media Rating Council (MRC) for impression and viewability measurement and reporting of display and video ads across Facebook and Instagram. With the continued growth of social advertising, this latest accreditation underscores the valued measurement that IAS offers advertisers across the world’s largest digital platforms including Facebook.

“We’re proud to achieve this important MRC accreditation for our Facebook integrated measurement,” said Lisa Utzschneider, CEO, IAS. “Marketers rely on IAS and our advanced technology to drive much-needed transparency along with greater outcomes for their Facebook campaigns. We continue to prioritize our customers’ needs in our role as a leading provider of digital media quality across all social platforms.”

IAS helps customers make every ad impression count through its global measurement capabilities, and this new MRC accreditation represents the latest way IAS is bringing greater transparency to the industry. This accreditation covers IAS’s measurement of display and video ads served in the Facebook Newsfeed on desktop and mobile web, as well as those served in both the Facebook and Instagram mobile apps. With integrated third-party measurement from IAS on Facebook and Instagram, advertisers gain a clearer understanding of their ad investment and performance, with greater control to optimize their campaigns toward viewable inventory. IAS achieved this most recent MRC accreditation following an intensive audit to verify that its data and measurement procedures, controls, disclosures, and reporting meet the required industry standards for validity, reliability, and effectiveness.

“Accreditation of IAS as compliant with MRC’s Viewable Impression Standards for its integrated viewability measurement and reporting of display and video inventory on Facebook and Instagram is an important achievement that will help bring marketers the transparency they need to better evaluate ad spend on these critical platforms,” said George W. Ivie, Executive Director and CEO of the MRC. “We congratulate IAS for its commitment to digital media quality and for meeting the rigorous standards necessary to attain this significant milestone.”

Established in 2014, the MRC’s viewability standard helps ensure that brands only pay for quality ad inventory that has an opportunity to have been seen. IAS maintains MRC accreditations across its suite of services including display and video viewability for desktop, mobile web, and mobile in-app; invalid traffic for desktop, mobile web, and mobile in-app; and property level brand safety.

About Integral Ad Science
Integral Ad Science (IAS) is a global leader in digital media quality. IAS makes every impression count, ensuring that ads are viewable by real people, in safe and suitable environments, activating contextual targeting, and driving supply path optimization. Our mission is to be the global benchmark for trust and transparency in digital media quality for the world’s leading brands, publishers, and platforms. We do this through data-driven technologies with actionable real-time signals and insight. Founded in 2009 and headquartered in New York, IAS works with thousands of top advertisers and premium publishers worldwide. For more information, visit

About Media Rating Council (MRC)
The MRC is a non-profit industry association established in 1963 composed of leading television, radio, print and Internet companies, as well as advertisers, advertising agencies and trade associations whose goal is to ensure measurement services that are valid, reliable and effective. Measurement services desiring MRC Accreditation are required to disclose to their customers all methodological aspects of their service; comply with the MRC Minimum Standards for Media Rating Research and other standards MRC produces; and submit to MRC-designed audits to authenticate and illuminate their procedures. In addition, the MRC membership actively pursues research issues they consider priorities in an effort to improve the quality of research in the marketplace. Currently more than 100 research products are audited by the MRC.

Facebook® is a registered trademark of Facebook Inc.


The SteelHouse Creative Suite gives anyone the power to create beautiful ads using the content around them. With direct integration into the Getty Images library, YouTube, and the ability to upload your own content, you can get your message in front of your audience faster than you ever thought possible.


The SteelHouse Creative Suite gives anyone the power to create beautiful ads using the content around them. With direct integration into the Getty Images library, YouTube, and the ability to upload your own content, you can get your message in front of your audience faster than you ever thought possible.

Related News


Verve Group and GeoEdge Collaborate to Secure a Clean Ad Ecosystem

Verve Group, GeoEdge | May 21, 2021

Verve Group, a privacy-first omnichannel ad platform, and GeoEdge, a worldwide ad security provider, today announced their partnership to expand ad quality protection and supply publishers with a complicated machine learning solution to combat malicious advertising. The use of digital advertising by malicious actors as a vector to attack end-users at scale has been a silent but insidious aspect of online advertising. Industry stakeholders across the availability chain still face mounting challenges associated with malvertising, including deceptive ads, auto-redirects, malware, phishing scams, and more. With the expanding got to provide users with a superior online experience, especially within the mobile arena, Verve Group is decided to make sure its supply chain pipelines are clean. Its partnership with GeoEdge signifies its commitment to high-quality ad inventory, eliminating the threat of malicious and low-quality advertising. While Verve Group has evolved to become an omnichannel ad platform, providing a set of versatile products for buyers and publishers across mobile, desktop, CTV, and DOOH, one among its core strengths is providing mobile-first campaigns and ensuring its publisher partners have access to effective ad quality control and a clean marketplace. the corporate opted for a real-time solution to secure relationships with its supply partners and publishers by preventing any negative impact on users’ experience. because the nature of mobile involves a personalized approach to ad quality, Verve Group chose to partner with GeoEdge thanks to the company’s expertise working with mobile platforms. “We are committed to making sure a secure and clean advertising experience for our customers, and partnering with key players like GeoEdge to profit from their ad quality products helps us do exactly that,” said Ionut Ciobotaru, chief product officer at Verve Group. “Providing publishers with the required tools to combat malvertising and other ad quality issues ensures that end-users ultimately enjoy a far better advertising experience, thus helping to enhance and grow the general advertising market.” GeoEdge monitors Verve Group’s ad inventory 24/7 to spot malicious activity and address quality issues in real-time, protecting Verve Group’s campaigns, brand, and reputation. Providing Verve Group with extensive multi-layer security detection, GeoEdge covers every aspect of cyber threats — including deceptive clickbait scams — the newest frontier of cyberattacks. GeoEdge uses proprietary technology to proactively detect and block offenders from their digital supply chain, blocking malvertising threats before the malicious ads are served. Only clean ads are served, and Verve Group’s publishers and provide partners are never exposed to security or ad quality threats. the power to safeguard publishers through such ad quality measures is a component of Verve Group’s aim to make sure a more transparent and data-driven advertising ecosystem, keeping privacy and consumer experience at the forefront. “Our partnership with Verve Group expands user protection to the mobile advertising ecosystem through our advanced security detection, enforcing a replacement ad quality standard,” said Amnon Siev, GeoEdge’s CEO. “The collaboration safeguards end-users by ensuring the delivery of unpolluted demand to Verve Group’s global partners.” Verve Group continues to take a position in machine learning-based solutions through its proprietary technologies which of other leading partners like GeoEdge. The partnership between the 2 companies is concentrated on working together on new ad quality initiatives to guard publishers and customers across the ecosystem.

Read More


Comcast Technology Solutions and PremiumMedia360 Integration Enables Advertisers to Automate TV Data Management in Media Lifecycle

Comcast Technology Solutions, PremiumMedia360 | May 26, 2021

Comcast Technology Solutions (CTS), a Comcast Cable division that delivers media and entertainment technology to advertisers, agencies, and content providers, and PremiumMedia360, the market leader in TV advertising data automation, announced a new strategic partnership today. The CTS Ad Management Platform integration allows TV advertising buyers and sellers to automatically synchronize and solve reconciliation inconsistencies throughout the ad buy lifecycle. These new capabilities have the potential to avoid revenue loss caused by dropped spots as a result of order execution errors and invoicing delays. The integration can save work hours that otherwise would have been spent on solving data inconsistencies between buyer and seller systems. "TV media has always been a science of managing and accessing information for more accurate buys and more effective media operations," said Richard Nunn, Vice President and General Manager of Comcast Technology Solutions' Advertising Suite. "At the same time, between multiple systems, manual inputs, and a lack of standardization, accessing that data quickly and accurately has been an ongoing challenge—made even more difficult by the ever-increasing screens and video outlets to manage." Our mutual clients will now have access to the Ad Management Platform's quick insights and actionable data as a result of our integration. This enables them to optimize and execute swiftly across the media landscape. CTS and PremiumMedia360 are collaborating to fill the gap between workflow and opportunity." "PremiumMedia360 is a company built on automating and streamlining data exchange – and amplifying value – between TV buyers and sellers," said Cordie DePascale, PM360's Chief Strategy Officer. "That's an even more pressing need in light of recent changes in the tv landscape. With increasing emphasis on efficiency and insight, as well as cross-screen advertising and digitization, there is much more data to handle—and faster data is a must-have. To address these issues, the integration of CTS and PM360 will offer our joint clients instant access to important information to analyze, evaluate, execute, and report back to stakeholders—even in the middle of a project—saving them countless hours they currently spend on those tasks. That rapid insight is a true win for both of our companies' clients at a critical juncture in the evolution of TV media." About Comcast Technology Solutions Comcast Technology Solutions provides the industry with the technology, size, and expertise to expand and navigate the fast-changing media and entertainment technology landscape through its CTSuite portfolio of technology solutions. We create technology that solves industry issues, reimagines what is possible, and transforms businesses in an ever-changing world. Comcast Technology Solutions provides more than 20 years of dependable real-world broadcast and digital experience, based on Comcast's know-how, proven facilities, scalable platforms, and infrastructure. We work with customers to redefine expectations and deliver the future to global audiences. About PremiumMedia360 PremiumMedia360 helps media agencies and sellers to buy, sell, and partner more effectively by empowering them to control the data that fuels their interactions. Its reporting and collaboration tools significantly reduce the time and resources required to understand the status of campaigns—from order to invoice. As a result, airings records stop being bottlenecks and start to act as the source of business insight that they should be.

Read More


Outbrain strategically moves to expand ad inventory, begins roll out of new Native Header Bidding solution

Outbrain | December 10, 2021

Outbrain Inc. (Nasdaq: OB), a leading recommendation platform for the open web, today announced the global roll out for a new Native Advertising Header Bidding solution designed to help media partners boost their monetisation strategy by enabling Outbrain to serve ads on any ad placement. Native Header Bidding allows the Outbrain advertising engine to programmatically bid into display and video ad units to serve Outbrain Native Ads. This strategic move is designed to help Outbrain media partners maximize revenue from traditional ad units while creating more opportunities for Outbrain advertisers to show their ads and engage customers with Outbrain Native Ads. We are committed to innovate and help media partners in the open web fund content creation. With Native Header Bidding our goal is to help our partners maximize revenues while delivering a better advertising experience to consumers through Outbrain Native Ads. Native Header Bidding unlocks new revenue potential by creating more advertising opportunities for Outbrain while increasing yield on traditional display and video ad placements.” Eytan Galai, Chief Revenue Officer of Outbrain Outbrain enters the Header Bidding space by leveraging its deep integration with media partners which provides unique visibility into contextual performance and behavioral interest signals, enabling bidding efficiency. The result is a more personalized and relevant ad experience for the consumer and maximum performance for marketers. “Up until now, Outbrain ads were only shown in our recommendation feed but with Native Header Bidding, we now show ads also on display and video ad placements.” said Ayal Steiner, Outbrain VP of Advertising. “The expected result is that users will experience more relevant ads served through native ad experiences that are much more user friendly, and Outbrain advertisers will benefit from more ad inventory which creates new opportunities to engage potential customers on the open web.” Outbrain’s Native Header Bidding leverages open web header bidding standards with Outbrain remaining an active member and contributor to Outbrain now begins a global roll out of Native Header Bidding with strategic media partners. About Outbrain Outbrain (Nasdaq: OB) is a leading recommendation platform for the open web. Our technology enables 10 billion daily recommendations to consumers across more than 7,000 online properties and connects advertisers to these audiences to grow their business. Founded in 2006, Outbrain is headquartered in New York with offices in 18 cities worldwide.

Read More