Streaming tech platform SeenThis has partnered with Integral Ad Science (IAS) to offer certification of video metrics. This means that marketers using SeenThis can now utilize IAS on the platform to measure the video metrics of a campaign and its creative. The goal of this certification is to ensure accurate measurement and viewability so that advertisers can have confidence that their ads are being seen by real people.
Jesper Benon, CEO of SeenThis, emphasized the importance of this certification, stating that it is a significant step towards ensuring stronger accountability and transparency in the digital ecosystem. He highlighted that IAS is aligned with many of their goals in analyzing the value of digital advertising placements and addressing issues around fraud, viewability, brand risk, and media quality.
Csaba Szabo, EMEA managing director at IAS, emphasized the importance of advertisers having control over their digital media campaigns and emphasized the need for granular insights that provide better measurement. Working with partners like SeenThis allows IAS to provide marketers with added confidence through greater levels of transparency and actionable data to deliver results for their campaigns.
In addition to this partnership, SeenThis’ technology aims to reduce emissions by decreasing the amount of wasted data in serving an ad through methods that only stream content when it is in view.