SOURCE: Integral Ad Science

Integral Ad Science

August 30, 2016 09:00 ET

Integral Ad Science and Nativo Align Viewability Measurement for Native Ads

Native Advertising Leader to Join the IAS Certified Viewability Partner Program and Accept IAS Viewability Numbers for Media Transactions

NEW YORK, NY--(Marketwired - Aug 30, 2016) - Integral Ad Science (IAS), the technology and data company that empowers the advertising industry to effectively reach and influence consumers everywhere, on every device, and Nativo, the leading native and content advertising automation platform for premium publishers and brand marketers, today announced that they have aligned their viewability measurement of native inventory.

Native ad executions fundamentally differ from standard IAB units in that the ad units themselves are created, rendered and controlled by the native technology provider, making them challenging for third party verification technologies to measure and determine as viewable. Unlike legacy display placements, native ad units cannot be treated as standard ad containers, which viewability vendors traditionally use to understand where the ad is located on a page in relation to the viewport. Furthermore, dynamic size variation, content orientation, and the way native ad units load and render on publisher pages create significant complexities when measuring viewability for the format.

Recognizing these challenges and understanding the need for reliable third party verification solutions, IAS and Nativo worked together to bring IAS measurement of Nativo inventory to a level of accuracy such that brand marketers and publishers can now confidently transact on the company's third party verified numbers. To conclude the collaboration, IAS and Nativo are now aligned on viewability measurement across the Nativo private exchange and Nativo has joined the IAS Certified Viewability Partner Program, signifying to advertisers that Nativo media campaigns can now be transacted based on IAS viewability measurement, thus alleviating any prior operational challenges for advertisers and media sellers.

"IAS has been a trusted partner of our advertising clients for a long time, and Nativo was the first native provider to bring the Viewable cost per thousand (vCPM) metric to market, so we were pleased to collaborate to ensure IAS technology and measurement methodology for native ad placements could be confidently leveraged to transact on viewability," said Chris Rooke, SVP of Strategy and Operations at Nativo. "By working with IAS to validate viewability measurement across our marketplace, and joining IAS's Certified Viewability Partner Program, Nativo managed service campaigns will now officially accept advertiser requests to transact on IAS verified viewability numbers."

"At IAS, we are committed to improving the advertising ecosystem, across display, video and native. We're excited to partner with Nativo to tackle the unique challenge of measuring viewability for native ad units, and are also excited to welcome Nativo to the Certified Viewability Partner Program. We look forward to continuing to help unify the digital advertising industry as we move toward higher measurement standards and better quality ad experiences," said Scott Knoll, CEO at Integral Ad Science.

To learn more about the Integral Ad Science Certified Viewability Partner Program, please visit www.integralads.com/about/viewabilityprogram/.

About Integral Ad Science
Integral Ad Science (IAS) is a global technology and data company that builds verification, optimization, and analytics solutions to empower the advertising industry to effectively influence consumers everywhere, on every device. We solve the most pressing problems for brands, agencies, publishers, and technology companies by verifying that every impression has the opportunity to be effective, optimizing towards opportunities to consistently improve results, and analyzing digital's impact on consumer actions. Built on data science and engineering, IAS is headquartered in New York with global operations in ten countries. Our growth and innovation have been recognized in Inc. 500, Crain's Fast 50, Forbes America's Most Promising Companies, and I-COM's Smart Data Marketing Technology Company. Learn more at www.integralads.com.

About Nativo
Nativo is the leading advertising technology platform for brand advertisers and publishers to scale, automate, and measure native ads. For brands, Nativo is the ultimate content advertising platform that combines automation and insights with high quality reach to scale and optimize engagement with brand content. For media companies, Nativo provides a complete native technology stack that makes it easy to sell, deploy, and optimize native ads across their media properties expanding their revenue potential while delivering a better, non-interruptive experience for their audiences. More than 400 brands and 400 publishers leverage Nativo's platform to power their next-generation digital advertising. Learn more at www.nativo.net.