SeenThis introduces Integral Ad Science measurement to platform

Streaming tech platform SeenThis has signed an agreement with Integral Ad Science (IAS) to provide validation of video metrics.

Marketers using SeenThis can now add IAS on the platform to measure video metrics of a campaign and its creative. The certification aims to ensure accurate measurement and viewability so that advertisers can be confident their ads are being seen by real people.

Jesper Benon, CEO of SeenThis, said: “This video certification marks an important milestone in ensuring stronger accountability and transparency in the digital ecosystem.

“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.

Csaba Szabo, EMEA managing director at IAS, added: “It’s important that advertisers 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.”

SeenThis’ technology seeks to reduce emissions by decreasing the amount of data wasted in serving an ad via methods including only streaming content when it is in view.