Integral Ad Science Receives ABC Stamp of Trust for Online Ad Viewability

LONDON, November 24, 2015 /PRNewswire/ --

Integral Ad Science is certified to industry standard for viewability measurement  and content verification  

Integral Ad Science, the leader in quantifying digital media quality, today receives certification from the Audit Bureau of Circulations (ABC) confirming that its measurement technology for online advertising meets stringent auditing. The latest testing ensures that Integral Ad Science's viewability product can support any viewability metric definition providing greater clarity into measurement technology and transparency to enable trading on viewable ad impressions.

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ABC delivers an impartial and independent report into viewability measurement vendor capabilities. The latest ABC certification for display viewability, in its second year, is carried out in accordance with the industry agreed Viewability Product Principles issued by JICWEBS covering both standard and large display ad formats, which were updated in July 2015.  

Niall Hogan, UK Managing Director of Integral Ad Science commented, "Ensuring greater clarity around online ad viewability is key to progressing digital ad trading in the UK. ABC certification gives confidence to the industry that Integral Ad Science viewability technology is meeting robust auditing standards.  We are proud to receive this latest accreditation as it marks a significant step forward for the industry in addressing discrepancy concerns and measurement of widely adopted ad formats."

Jerry Wright, ABC, Chief Executive added, "Congratulations to Integral Ad Science for completing their viewability product testing. Their renewed ABC certification shows their viewability product performs against the updated industry-agreed JICWEBS principles. This will provide the transparency and reassurance advertisers need to further invest and to trade on viewable impressions."

Additionally, Integral Ad Science is ABC accredited to the highest standard for its Content Verification product, bringing advertisers and agencies greater confidence in brand safety online and further facilitating transparency and confidence in the ad trading process.

The latest ABC accreditation supports Integral Ad Science's initiatives to create greater trust in the online trading environment. This month, Integral Ad Science launched a first of its kind publisher-focused platform, Pub Expert, to streamline the process for advertisers and publishers to transact on viewable, non-fraudulent impressions by providing a single viewability figure that both buy and sell side can use as a metric of record.

Editor's Notes 

• ABC testing of online display ad viewability. Standard formats: measured at 50% of ad in view for one second, and Large formats measured at 30% of ad in view for one second.  
• JICWEBS (The Joint Industry Committee for Web Standards) is made up of representatives from ISBA, the IPA, IAB UK, AOP and the NMA. http://www.jicwebs.org/

About Integral Ad Science 

Integral Ad Science is a technology company focused on ensuring safe, quality media environments for online advertisers. Employing the industry's only media valuation platform, Integral Ad Science evaluates the media environment and establishes a TRAQ Score (TRue Advertising Quality), a first-of-its-kind, quantifiable measure of media quality that ultimately benefits every media buyer, seller, publisher and trading platform. TRAQ Score supports an advertiser's ability to plan, execute and target their audience in an environment that reflects their brand image and drives ROI, while simultaneously setting benchmarks for publishers who wish to improve the quality of their content and design to attract premium advertisers. Integral Ad Science is headquartered in New York with operations in San Francisco, Chicago, Washington DC, London, Berlin, Sydney, Melbourne, Singapore, Tokyo and Paris. Learn more at http://www.integralads.com.

About ABC
ABC inspires confidence in the market across the media world by delivering a valued 'stamp of trust'. ABC underpins the way billions of pounds worth of advertising budgets are traded across the converging media landscape in the UK and beyond.  It has two roles:

• To bring the industry together to agree standards that define media measurement and determine best practice.
• To offer independent audit and compliance services, delivering certification which verifies that data and processes meet the industry-agreed Reporting Standards.

ABC is governed by the industry, for the industry. ABC's board consists of advertisers, media agencies, media owners and trade bodies.  They represent the differing interests of the media industry and meet regularly to agree new standards and make strategic decisions as to how ABC is run. With Board consensus, ABC has the ability to provide certification for any platform. As advertising platforms develop, ABC continually innovates and evolves to ensure its portfolio of products and services delivers to the media industry's needs.

ABC UK was established in 1931 and is a founder member of the International Federation of ABC (IFABC), of which ABC UK CEO, Jerry Wright, is president.  Richard Foan, Group Executive Director of Communication & Innovation, ABC UK, also chairs the IFABC Web Standards Group, which works to deliver global standards and establish digital good practice across the world.