Streaming technology platform SeenThis has partnered with Integral Ad Science (IAS) to provide validation of video metrics for marketers. This means that advertisers using SeenThis can now utilize IAS on the platform to measure the video metrics of a campaign and its creative, ensuring accurate measurement and viewability.
Jesper Benon, CEO of SeenThis, emphasized the importance of this certification in promoting stronger accountability and transparency in the digital ecosystem. He noted that IAS is aligned with their goals in analyzing the value of digital advertising placements and addressing issues such as fraud, viewability, brand risk, and media quality.
Csaba Szabo, EMEA managing director at IAS, highlighted 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 offer marketers added confidence through greater levels of transparency and actionable data to deliver results for their campaigns.
SeenThis’ technology also 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.