Integral Ad Science, a global leader in digital media quality, today announced it has been selected by Netflix, as a partner to provide transparency into advertising performance on the upcoming Netflix ad supported tier. Using IAS’s Viewability and Invalid Traffic (IVT) verification, brands and agencies will gain insights on campaign reach and engagement to drive outcomes and shape marketing strategies.
“We are excited to partner with Netflix as they introduce their much-anticipated ad-supported tier that will dramatically increase the global supply of CTV advertising inventory,” said Lisa Utzschneider, CEO, IAS. “IAS provides marketers with the tools necessary to monitor the quality of their media buys as they expand their CTV inventory. We look forward to offering essential coverage to brands and the ability to purchase ads on the Netflix platform with confidence,” she added.
An official statement from IAS read, “IAS verification on Netflix will enable advertisers to maximize engagement through insights and make every impression count. The offering provides Independent, third-party Viewability and Invalid Traffic reporting for Netflix inventory, Trend identification to understand campaign performance and optimize for peak engagement and Consistent verification across media buys to understand performance.”
“IAS will be one of our verification partners for the Basic with Ads plan – our new ad-supported tier,” said Jeremi Gorman, President of Worldwide Advertising at Netflix. “We’re excited to bring IAS’ industry leading verification suite of tools that will give advertisers the confidence in the performance and placement of their ads,” she added.
