Adaptive streaming technology platform, SeenThis, has achieved certification to provide Integral Ad Science (IAS) measurement within its platform, allowing clients to have IAS validation of video metrics. The pair claim this marks an industry-first for video display.

Marketers utilising SeenThis can now incorporate IAS within the platform to measure video metrics of a campaign and its video creatives. The new video certification ensures accurate measurement while also helping to ensure viewability and combat invalid traffic (IVT) for advertisers, the vendors said.

"It's important that advertisers have full control over their digital media campaigns, with granular insights that provide better measurement," said Managing Director EMEA, IAS, Csaba Szabo.

SeenThis has developed proprietary adaptive streaming technology that enables emissions reduction by decreasing the amount of data wasted in serving an ad. Established in 2017, SeenThis has served billions of streams for over 1000 brands in more than 40 countries.

"We're really happy to announce our partnership with IAS, which will be a major asset to brands using video at the heart of their campaigns. This video certification marks an important milestone in ensuring stronger accountability and transparency in the digital ecosystem," said CEO at SeenThis, Jesper Benon.

"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. We are delighted to partner with its team as we continue our mission to enhance performance while aiding our clients' efforts to increase transparency and reduce the negative impact of their digital advertising on the climate."