Integral Ad Science and FreeWheel Partner to Provide Publishers with a Global Solution to Measure Premium Video Inventory Against Viewability, Brand Safety and Fraud

Video AdvertisingNative & Programmatic Advertising

By MTS Staff Writer On Aug 1, 2018

Publishers using FreeWheel‘s video monetization platform now have a simple solution for verifying and protecting their digital video inventory. Integral Ad Science (IAS) announces a partnership with FreeWheel’s ad management platform that allows publishers to measure the quality of their digital video for viewability, brand safety, and fraud. The solution is globally available across Video Ad Serving Template (VAST) and Video Player Ad Interface Definition (VPAID) inventory across desktop and mobile web.

“We are excited to expand our publisher digital video coverage with FreeWheel,” said David Hahn, Chief Strategy Officer, IAS. “The industry needs a trusted verification partner that supports the buy- and sell-side, and can help all players in the ecosystem confidently and efficiently analyze the quality of media. Together, with FreeWheel we are proud to continue to drive this charge.”

The partnership allows publishers to easily communicate the quality of their inventory and build confidence with marketers that their video content will be placed in viewable, fraud-free environments. It also helps publishers to be transparent and provide their advertisers with a brand-safe experience.

Also Read: Nielsen And FreeWheel To Expand Measurement Across Over-The-Top And Set-Top Box Video On Demand Inventory

“Creating global solutions and standards for digital video is a critical component for the health of the entire TV ecosystem,” said James Rooke, General Manager, FreeWheel Publishers. “The integration of FreeWheel and IAS measurement capabilities will bolster the buy-side’s confidence in the integrity of the inventory they’re purchasing, and allow publishers to pursue more informed monetization strategies.”

The solution was first tested and deployed in France across leading publishers TF1 Publicité and France TV Publicité, and is now available globally.

“Our objective is not only to offer a 100% brand-safe environment for advertisers, but also to offer the highest viewability for their ads. Viewability and video completion are the leading metrics of measuring ad effectiveness. That is why it was necessary for TF1 Publicité to be able to optimize these metrics on a daily basis,” said Philippe Boscher, Head of Digital Marketing, Data & Research, TF1. “Now, with this solution we are able to deliver better informed campaigns to our clients, direct from our ad server, which makes all the difference.”

“For France TV Publicité, the direct integration between IAS and FreeWheel is an opportunity for us to even more efficiently optimize our clients’ digital campaigns. We are fully committed to ensuring media quality in digital advertising which relies particularly on ad-effectiveness measurements such as viewability and brand safety,” said Barbara Steinert Dumery, Vice-President for Marketing, Research and Operations at France Télévisions Publicité.

Publishers can now use this solution to better understand their media quality and align their inventory with client goals and campaign strategies furthering the initiative for better transparency between the buy- and sell-side of the industry.