Integral Ad Science (IAS), a global media measurement and optimisation platform, has received accreditation from the Media Rating Council (MRC) for its integrated third-party calculation and reporting of YouTube video viewability.

The accreditation covers both desktop and mobile (web and app) environments, utilising Google's Ads Data Hub for Measurement Partners (ADH-MP). This recognition highlights IAS's commitment to transparency and adherence to the MRC process.

The full scope of the accreditation encompasses IAS's third-party calculation and reporting of Google ADH-MP measurement data from Google Ads, Display & Video 360, and YouTube Reserve services. The metrics include Google YouTube Video Impressions, Viewable Video Impressions and related Viewability metrics across Desktop, Mobile Web, and Mobile In-App environments. Advertising formats include Google's YouTube skippable in-stream ads, non-skippable in-stream ads, standard in-stream, YouTube in-stream select, and bumper ads.

"Our latest accreditation from the MRC for third-party calculation and reporting of YouTube viewability further solidifies IAS's position as the global benchmark for trust and transparency in digital media quality," Chief Compliance Officer at IAS, Kevin Alvero, stated. "Advertisers can continue to transact with IAS for high-quality reporting of digital advertising campaigns."

MRC CEO and Executive Director, George Ivie, congratulated IAS on the achievement for third-party calculation and reporting of YouTube video impression delivery and viewability based on audited ADH data.

"IAS' expansion of their accreditation in this area continues to show their commitment to transparency and to the MRC process," he added.

Earlier this month, IAS expanded its Made for Advertising (MFA) AI-driven solution, a move set to optimise the programmatic buying process by measuring and optimising against both MFA and Ad Clutter sites.