Integral Ad Science (IAS), the media measurement and optimisation platform, today has received accreditation from the Media Rating Council (MRC) for its server-to-server (S2S) integration of Amazon DSP impressions, viewability, and invalid traffic (IVT) data into its digital advertising measurement platform. Brands and agencies are increasingly calling for independent and accredited measurement across all platforms, and this accreditation underscores how IAS metrics meet the most rigorous standards of accuracy and transparency.

“With the addition of MRC accreditation for impressions, viewability and invalid traffic metrics in Amazon’s DSP, advertisers can continue to be confident that our measurement products meet the highest standards set by the industry,” said Kevin Albero, Chief Compliance Officer at IAS. “IAS is committed to the MRC process, and Amazon has been a great partner to work with to provide this added layer of trust and transparency to our solutions.”

IAS reporting and analytics are available for media buys on Amazon’s DSP through a server-to-server (S2S) integration, providing advertisers with access to MRC-accredited third-party measurement that allows them to understand the behaviour of these placements. IAS and Amazon DSP operate within an integration model that enables independent, near-real-time third-party measurement and analysis through the utilisation of IAS measurement tags, while also accommodating the unique privacy constraints of Amazon properties.

Specifically, MRC accreditation applies to IAS ‘s server-to-server (S2S) integration with Amazon’s DSP for the measurement and reporting of:

• Display and video impressions, viewable impressions (including related viewability metrics), and tracked ads, with General Invalid Traffic (GIVT) and Sophisticated Invalid Traffic (SIVT) filters applied on desktop, mobile web, and mobile app on Amazon properties (Amazon Retail and IMDb) and third-party inventory sources (APD and 3PX).

“We congratulate IAS on earning MRC accreditation for measuring and reporting impressions, viewability, and invalid traffic metrics in Amazon’s DSP for the formats and environments presented,” said Ron Pinelli, SVP, Digital Research and Standards, MRC. “The transparency, compliance, and quality control related to this measurement are critical for users of those metrics, and we are pleased that IAS has subjected this integration to an independent audit to demonstrate its validity, reliability, and effectiveness.”

“We are very pleased that IAS has obtained MRC accreditation for server-to-server integration with Amazon’s DSP. This achievement reinforces our commitment to providing advertisers with independently verified and reliable measurement solutions while maintaining our rigorous privacy standards. This accreditation will help advertisers confidently measure and optimize their campaigns on Amazon DSP,” said Pavan Rajkumar, Head of Supply Quality Partnerships at Amazon Ads.

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Categories: Press Releases

Tags: Amazon, IAS