Digital ad verification platform, Integral Ad Science (IAS), has been awarded Media Rating Council (MRC) accreditation for its sophisticated invalid traffic (SIVT) filtration in the Connected TV (CTV) environment.

This accreditation expands IAS's portfolio of MRC-accredited metrics for CTV, which includes the industry's first accreditation for CTV video viewable impressions received last year.

The full scope of the accreditation covers IAS's SIVT filtration and reporting in CTV environments as applied to video impressions, viewable impressions, and related viewability metrics. This achievement underscores IAS's commitment to providing quality, transparent measurement solutions in the rapidly evolving CTV space.

“This accreditation marks our continued commitment to transparency and quality in the CTV space and further demonstrates our position as a leader in providing accredited products and services to our clients," IAS Chief Compliance Officer, Kevin Alvero, said. “As marketers allocate increased spend towards CTV and OTT to reach audiences, it is increasingly important to ensure these environments are protected from fraud.”

Executive Director and CEO of the MRC, George W. Ivie, said: "IAS is to be congratulated for the longstanding commitment to quality measurement it has demonstrated through its engagement in the MRC’s accreditation process,”

“This new accreditation is especially critical to marketers as they continue to grow their investments in CTV channels," said Ivie.