SeenThis, a streaming technology platform, has teamed up with Integral Ad Science (IAS) to offer video metrics validation. This partnership allows marketers using SeenThis to utilize IAS on the platform to measure the video metrics of their campaigns and ads. The goal of this certification is to ensure accurate measurement and viewability so advertisers can be confident that their ads are being seen by real people.
Jesper Benon, CEO of SeenThis, emphasized the importance of this video certification, stating that it is a crucial step towards greater accountability and transparency in the digital ecosystem. He highlighted that IAS is aligned with many of their goals in analyzing the value of digital advertising placements and addressing issues around fraud, visibility, brand risk, and media quality.
Csaba Szabo, EMEA managing director at IAS, stressed the importance of advertisers having control over their digital media campaigns and the need for detailed insights that enable better measurement. Working with partners like SeenThis allows IAS to give marketers added confidence through a greater level of transparency and actionable data to deliver results for their campaigns.
Furthermore, SeenThis technology aims to reduce emissions by reducing the amount of data wasted in serving ads through methods that stream content only when it is in view. This approach not only benefits the environment but also helps marketers optimize their ad spend and improve campaign performance.