#United States #New York #Integral Ad Science #Amazon DSP #MRC Accreditation

Integral Ad Science Secures MRC Accreditation for Amazon DSP Metrics

Integral Ad Science (IAS), a prominent global platform specializing in media measurement and optimization, has recently announced a significant milestone: obtaining accreditation from the Media Rating Council (MRC). This accreditation specifically applies to its robust server-to-server (S2S) integration, which encompasses the measurement of Amazon's Demand-Side Platform (DSP) concerning impressions, viewability, and invalid traffic data.

This accreditation is crucial as brands and advertising agencies increasingly seek independent and reliable third-party measurement solutions to assess their advertising effectiveness across various platforms. By earning MRC accreditation, IAS not only validates its commitment to high standards of accuracy but also addresses the growing demand for transparency in digital advertising metrics.

According to Kevin Alvero, IAS's Chief Compliance Officer, this recognition affirms that their measurement tools meet the industry's strictest benchmarks for reliability and transparency. He emphasized the importance of this addition, stating, "With the addition of MRC accreditation for Amazon DSP Impressions, Viewability, and Invalid Traffic metrics, advertisers can remain confident that our measurement products meet the highest standards set by the industry."

Integral Ad Science’s reporting and insights are now readily accessible for Amazon DSP media purchases via an S2S integration. This innovative model allows advertisers to benefit from real-time measurement solutions, utilizing IAS measurement tags while adhering to Amazon's unique privacy restrictions.

The MRC accreditation specifically covers IAS's server-to-server integration for the measurement and reporting of:

• - Display and Video Impressions
• - Viewable Impressions (along with associated viewability metrics)
• - Tracked Ads, which encompass both General Invalid Traffic (GIVT) and Sophisticated Invalid Traffic (SIVT) filtration across desktop, mobile web, and mobile app environments on Amazon's owned and operated properties and third-party supply sources.

Ron Pinelli, the Senior Vice President of Digital Research and Standards at MRC, commended IAS's achievement, stating, "We congratulate IAS for achieving MRC accreditation for measurement and reporting of Amazon DSP impressions, viewability, and invalid traffic metrics for the submitted formats and environments. Transparency, compliance, and quality assurance related to this measurement are critical to measurement users."

Pavan Rajkumar, who heads Supply Quality Partnerships at Amazon Ads, echoed these sentiments, noting that this milestone reinforces Amazon's dedication to providing advertisers with trustworthy, independently verified measurement solutions while maintaining strict privacy standards. He stated, "This accreditation will help advertisers confidently measure and optimize their campaigns on Amazon DSP."

As digital advertising continues to evolve, the need for reliable and credible measurement services is paramount. The MRC’s ongoing efforts ensure that measurement offerings in the marketplace adhere to high-quality standards. Established in 1963, the MRC is a non-profit organization that strives to maintain the integrity of media measurement services across various platforms including television, radio, print, and the Internet.

For Integral Ad Science, this accreditation represents a significant step toward fortifying trust and transparency within the digital media landscape. The company is committed to providing actionable data that empowers the world’s largest advertisers, publishers, and media platforms to optimize their ad spend effectively. Their mission emphasizes the necessity of ensuring that ads reach real individuals in secure and suitable environments, ultimately driving superior results for all stakeholders involved.

For more insights and updates, Integral Ad Science encourages everyone to visit their official website.

About Integral Ad Science

Integral Ad Science (IAS) is a leading global media measurement and optimization platform that provides the advertising industry with actionable data, ensuring that ads are seen by actual consumers in safe environments. IAS's comprehensive software solutions improve ROI for advertisers and yield for publishers, solidifying its position as the global standard for trust and transparency in digital media quality.