IAS Integrates With Pinterest to Provide Viewability, Fraud Measurement Reporting

The partnership covers in-app activity for Promoted Pins, video ads

82% of Pinners access the platform via mobile devices Pinterest

Digital ad verification provider Integral Ad Science is now integrated with Pinterest and able to deliver marketers viewability and fraud measurement for Pinterest’s mobile application inventory.

IAS said its reporting includes standard Pinterest ads and video ads for in-app inventory, and it is refreshed on a daily basis.

Advertisers can now access viewability and invalid traffic monitoring and reporting across Promoted Pins and videos, as well as independent third-party reporting from IAS and global measurement that provides a holistic view across a brand’s entire Pinterest campaign.

Pinterest’s user engagement is at an all-time high as people search for creative solutions to dealing with Covid-19, with searches on the platform for “work from home” up 1,411% in March compared with the two weeks prior, and searches for “children’s activities” up 4,055% worldwide during the same time period.

IAS noted that 82% of Pinners access the platform via mobile devices, making the evaluation of mobile campaigns that much more vital.

IAS CEO Lisa Utzschneider said in a statement, “IAS is excited to partner with Pinterest to offer marketers a mobile viewability and fraud measurement solution that works in-app, where people are engaging. This partnership helps provide the transparency that marketers need to optimize their campaigns on the popular network.”

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