Facebook and Integral Ad Science Just Expanded Their Measurement Pact in a Big Way

Instagram and Facebook Audience Network were added to the mix

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Facebook reached an agreement with Integral Ad Science last year for video measurement services, and Wednesday, the two companies announced that their partnership has been expanded to cover reporting across Facebook, Instagram and Facebook Audience Network.

IAS detailed the additional reporting it now provides for brands and agencies on Facebook in a press release announcing the expansion of the partnership:

  • Facebook: IAS brought video and display viewability and fraud measurement to Facebook advertisers last year. Now advertisers can measure and evaluate performance across campaigns based on the 50 percent in view for 1 second standard for display ads on Facebook.
  • Instagram: Viewability and fraud data are now available for display ads on Instagram. This data is now available across Instagram display and video.
  • Facebook Audience Network: Fraud data is now available across Facebook Audience Network for video ads bought through the video view objective, extending third-party measurement to inventory outside of Facebook’s owned-and-operated properties.

IAS chief product officer David Hahn added:

Our industry must collaborate to move past our current challenges around transparency and measurement. That’s why we’re continually working to expand our partnerships with companies like Facebook to address these issues head on and provide a more complete view of their media buys to our customers.

Image courtesy of DNY59/iStock.

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.