Topic: Integral Ad Science

This New Viewability Tool Aims to Put Publishers and Marketers on the Same Page

Integral Ad Science tries to match up measurements

While the subject of viewability has gained plenty of steam among marketers over the past few years, brands and publishers often grade their ads on different metrics. Today, measurement firm Integral…

Trouble Brews Over the Viewability of Digital Ads

Publishers wary of increased scrutiny by brands

The Media Rating Council (MRC) recently lifted its 18-month-old advisory against selling digital ads based on whether they are measurably viewed by consumers. It’s a move that will likely reshape…