SeenThis adds IAS measurement in its platform

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Marketers using the platform will be able to add IAS in the platform to measure video metrics of a campaign and its video creatives.

SeenThis will add Integral Ad Science (IAS) to its platform to provide third-party-validated, actionable measurement for advertisers distributing video using SeenThis’ technology.

Marketers using the adaptive streaming technology platform will be able to add IAS within the platform to measure video metrics of a campaign and its video creatives.

The new video certification ensures accurate measurement while also helping to ensure viewability and combat invalid traffic (IVT) for advertisers, giving advertisers the confidence that their ads are being seen by real people, driving results and minimising fraud.

Csaba Szabo, IAS managing director of EMEA, said advertisers need to have full control over their digital media campaigns, with granular insights that provide better measurement.

“Together with partners such as SeenThis, we’re able to provide marketers added confidence with even greater levels of transparency and actionable data to deliver results for their campaigns.”

Jesper Benon, CEO at SeenThis, said the partnership with IAS will be an asset to brands using video at the heart of their campaigns.

“This video certification marks an important milestone in ensuring stronger accountability and transparency in the digital ecosystem,” Benon said.

“IAS is aligned with many of our goals, analysing the value of digital advertising placements while addressing issues around fraud, viewability, brand risk and media quality. We are delighted to partner with its team as we continue our mission to enhance performance while aiding our clients’ efforts to increase transparency and reduce the negative impact of their digital advertising on the climate.”

SeenThis has developed proprietary adaptive streaming technology that enables emissions reduction by decreasing the amount of data wasted in serving an ad. This is done in various ways, including only streaming content when it is in view, and only displaying creative content that user conditions allow.

See also: IAS launches AI-driven brand safety and suitability measurement product to Meta

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