IAS and Nativo Link for Native Ad Viewability Measure

New York-based advertising intelligence specialist Integral Ad Science (IAS) and ad technology platform Nativo have partnered to measure the viewability of native inventory.

According to the firms, because native ads are designed to match the form and function of the platform on which they appear, they are challenging for third party verification technologies to measure and determine as viewable. Additional difficulties are created by size variation, content orientation and the way native ads load and render on publisher pages.

The deal sees IAS and Nativo align their viewability measurement across the Nativo private exchange, and Nativo has joined the IAS Certified Viewability Partner Program. The latter signifies to advertisers that Nativo media campaigns can now be transacted based on IAS viewability measurement. IAS CEO Scott Knoll says the partnership will move the industry towards higher measurement standards, and better quality ad experiences.

Chris Rooke, SVP of Strategy and Operations at Nativo, adds: 'IAS has been a trusted partner of our advertising clients for a long time, and Nativo was the first native provider to bring the viewable cost per thousand (vCPM) metric to market, so we were pleased to collaborate to ensure IAS technology and measurement methodology for native ad placements could be confidently leveraged to transact on viewability'.

Web site: www.integralads.com and www.nativo.net .