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Marketing Adtech Future of TV

Integral Ad Science & Innovid team to improve CTV ad measurement and fraud mitigation


By Kendra Barnett | Senior Reporter

September 9, 2021 | 4 min read

Recently IPOed media quality firm Integral Ad Science has expanded its partnership with adtech company Innovid with the aim of bringing new CTV measurement and ad fraud detection capabilities to advertisers.

CTV illustration

Integral Ad Science and Innovid are expanding their partnership

Innovid, an independent TV-focused advertising and analytics platform, has today announced it is expanding its integration with media quality and verification company Integral Ad Science (IAS) to improve ad measurement and verification in the increasingly complex world of connected television (CTV).

The announcement comes amid growing debates concerning the validity and reliability of traditional TV and video ad measurement frameworks, following the repeal of Nielsen’s Media Rating Council accreditation. Prior to the scandal – in which Nielsen was found to be systematically underreporting viewership numbers due to Covid-related operational issues – Nielsen was widely considered the authority on TV and premium video ratings and measurement.

Now, the industry is seeking more reliable, accurate and precise approaches to TV and video measurement. The Innovid-IAS deal seeks to do just that – enable more effective video advertising measurement across devices and channels for advertisers using Innovid’s platform.

Chance Johnson, IAS chief revenue officer, said: “As the video and CTV ad market continues to grow, we’re delivering the latest measurement and insights capabilities to help advertisers and publishers capitalize on these opportunities.”

Under the agreement, Innovid will have access to video-related offerings from IAS, including the company’s Unified Video Tag and Unified Video Pixel, which could advance Innovid’s view into granular ad performance data.

Using these and other IAS offerings, advertisers working with Innovid will be able to measure viewability according to Video Ad Serving Template (VAST) frameworks as well as completion rates across devices. They will also be able to determine the type of device on which a specific ad is served. Plus, using IAS’s Unified Video Tag, advertisers can automate tagging and launch campaigns more quickly.

A key objective of the IAS-Innovid integration is to enable Innovid to more effectively identify and mitigate fraud and invalid traffic across the CTV, in-app and desktop ecosystems, by way of expanded access to IAS reporting. Ad fraud is a growing concern within the CTV space in particular.

“CTV media being so lucrative may attract ad fraud, and preventing that is top of mind for marketers,” Innovid’s chief technology officer and co-founder Tal Chalozin told The Drum. “Our expanded partnership with IAS provides our clients with greater confidence and the tools to avoid fraudulent traffic and optimize creative based on performance metrics as they make the transition to CTV.”

IAS’s Johnson hoped that the partnership will “help combat emerging threats across all video environments ... so that brands and publishers can focus on achieving quality impressions”.

The announcement comes ten weeks after IAS went public and just over a month after it acquired CTV adtech company Publica for a reported $220m.

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