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YouTube Accreditation for IAS
London-based global media measurement and optimisation platform Integral Ad Science (IAS) has won MRC accreditation for its integrated third-party calculation and reporting of YouTube video viewability, which is based on audited data from Google's ADH-MP.
 IAS' software provides comprehensive and enriched data that ensures ads are seen by real people in safe and suitable environments, while improving return on ad spend for advertisers and yield for publishers. The firm has been winning MRC approval for more than ten years, and last May claimed the industry's first accreditation for Connected TV (CTV) video viewable impressions.
The newly-accredited measures cover YouTube impressions on desktop and mobile (web and app), for ADH-MP data (Ads Data Hub for Measurement Partners) from the Google Ads, Display & Video 360, and YouTube Reserve services. Ad formats include YouTube skippable and non-skippable in-stream ads, standard in-stream, YouTube in-stream select, and bumper ads.
Kevin Alvero (pictured), Chief Compliance Officer at IAS, says the accreditation 'further solidifies IAS's position as the global benchmark for trust and transparency in digital media quality'.
The firm is online at www.integralads.com .
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