IAS receives MRC accreditation for YouTube viewability measurement

Integral Ad Science (IAS) this month has been accredited by the Media Rating Council (MRC) for its third-party calculation and reporting of YouTube video viewability. The accreditation covers desktop, mobile web, and mobile in-app environments.

This accreditation solidifies IAS's position as a trusted source for transparent and reliable viewability measurement on YouTube. It enables advertisers to confidently use IAS reporting when making campaign decisions.

Key Points:

• IAS can now provide MRC-accredited viewability reporting for YouTube campaigns across Google Ads, Display & Video 360, and YouTube Reserve.
• Covered ad formats include skippable in-stream, non-skippable in-stream, standard in-stream, YouTube Select, and bumper ads.
• This accreditation demonstrates IAS's ongoing commitment to transparency within digital advertising.

“Our latest accreditation from the MRC for third-party calculation and reporting of YouTube viewability further solidifies IAS’s position as the global benchmark for trust and transparency in digital media quality,” said Kevin Alvero, Chief Compliance Officer at IAS. “Advertisers can continue to transact with IAS for high-quality reporting of digital advertising campaigns."

Integral Ad Science (IAS) is a leading global media measurement and optimization platform. IAS provides data and insights to help advertisers ensure their ads are seen by real people in safe and suitable online environments.