IAS last month announced a partnership with FreeWheel, where the video platform integrates IAS technology allowing publishers to do quality measurement. According to IAS, FreeWheel’s ad management platform now allows publishers to measure the quality of their digital video for viewability, brand safety, and fraud.
The solution is globally available across Video Ad Serving Template (VAST) and Video Player Ad Interface Definition (VPAID) inventory across desktop and mobile web. The solution was first tested and deployed in France across leading publishers TF1 Publicité and France TV Publicité, and is now available globally.
“We are excited to expand our publisher digital video coverage with FreeWheel,” said David Hahn, Chief Strategy Officer, IAS. “The industry needs a trusted verification partner that supports the buy- and sell-side, and can help all players in the ecosystem confidently and efficiently analyze the quality of media. Together, with FreeWheel we are proud to continue to drive this charge.”
The partnership allows publishers to easily communicate the quality of their inventory and build confidence with marketers that their video content will be placed in viewable, fraud-free environments. It also helps publishers to be transparent and provide their advertisers with a brand-safe experience.
“Creating global solutions and standards for digital video is a critical component for the health of the entire TV ecosystem,” said James Rooke, General Manager, FreeWheel Publishers. “The integration of FreeWheel and IAS measurement capabilities will bolster the buy-side's confidence in the integrity of the inventory they’re purchasing, and allow publishers to pursue more informed monetization strategies.”