Integral Ad Science and FreeWheel partner to measure video inventory

Integral Ad Science and FreeWheel Partner to Provide Publishers with a Global Solution to Measure Premium Video Inventory

Publishers using FreeWheel’s video monetisation platform now have a simple solution for verifying and protecting their digital video inventory. Today, 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 thrilled to partner with FreeWheel to grow our video coverage,” said Nick Morley, EMEA MD, IAS. “Today more than ever, third-party verification is essential so all players across the industry can invest effectively and with confidence. IAS is committed to supporting the buy- and sell-side and advocating for higher media quality standards – our partnership with FreeWheel allows us to continue this initiative.”

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.

“Creating global solutions and standards for digital video is a critical component for the health of the entire TV ecosystem,” said Thomas Bremond, General Manager, Freewheel International. “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 monetisation 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 optimise 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 optimise our clients’ digital campaigns. We are committed to ensuring media quality in digital which relies particularly on effective measurements such as viewability and brand safety,” said Barbara Steinert Dumery, VP 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.