By Justin Pearse | Managing Director, The Drum Works

Integral Ad Science


Promoted article

This is content produced by a partner of The Drum and promoted by The Drum. To find out more, visit our media solutions page media solutions page

September 14, 2016 | 2 min read

The Drum caught up with Scott Knoll. CEO and President, Integral Ad Science at Dmexco to discover the state of viewability and fraud in the online ad industry today.

In a video interview, Knoll gave a frank and forthright view on how two of the biggest issues facing brands in online advertising were developing.

In the first of a two-part interview, Knoll explored a fundamental shift taking place in the viewability debate from a media-centric to a brand-centric approach to viewability.



“It’s not about the channel any more but about the consumer,” he explained. “Did they see my ad and how many times do they need to see it before making a purchase.”

In the interview he describes the move from a media-centric stance on viewability, focused on which publishers have the highest viewability results to a focus on the format and creative of the ad itself.

The second part of Knoll’s interview, published on Thursday, explores ad fraud.

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up
Digital Transformation

Content created with:

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

Find out more

More from Digital Transformation

View all