New Offices, Partnerships and Launch for Integral Ad

New York-based digital media measurement firm Integral Ad Science has announced office openings in Paris and Tokyo, led by Yann Le Roux and Taro Fujinaka respectively. A 'video GRP' system for France will be launched later this month.

Originally known as AdSafe, the company is known for its TRAQ Scores (TRue Advertising Quality), which evaluate media environments to give a quantifiable measure of media quality. Existing offices are in New York (headquarters), San Francisco, Chicago, Washington DC, London, Berlin, Singapore, Sydney and Melbourne.

The Paris office, opened earlier this year, is developing what it describes as ' France's first ever video GRP' [Gross Ratings Points] via an exclusive partnership with research agency Médiamétrie - the service aims to give video ad sellers and publishers in France an improved way to measure and value online video campaigns. Médiamétrie SVP Benoit Cassaigne says his organisation has worked with media and advertising partners to design a method factoring in the viewable surface and duration of the digital video ad, and that Integral Ad Science has been chosen as a partner as 'a technical and worldwide leader' in the field. Le Roux says the partnership is 'the first step in Integral establishing itself as the leading media valuation platform in France'.

The Tokyo office is home to MD Fujinaka and Client Services Manager Takeshi Yamaguchi, and its opening follows the launch of a partnership with Yahoo! JAPAN, established last year. Osamu Aranami, Corporate Officer, President of Marketing Solutions Company of Yahoo! JAPAN comments: 'We're excited to scale our partnership with the local Integral team, given the need in the marketplace for their technology and the benefits it will provide to Japanese marketers'.

Integral, whose CEO is Scott Knoll (pictured) is online at www.integralads.com .