Integral Ad Science Receives MRC Accreditation for Viewability Product

NEW YORK, NY – Integral Ad Science (, the leading global provider of actionable advertising intelligence for buyers and sellers of digital media, announced today that it has received Media Rating Council (MRC) accreditation for its viewability product, which includes real-time, impression-level fraud detection and prevention solutions. The MRC is a nonprofit industry association whose goal is to ensure measurement services are valid, reliable, and effective.

MRC accreditation certifies that Integral’s ad viewability services adhere to MRC’s Minimum Standards for Media Rating Research and to industry-accepted standards for digital campaign measurement. Since launching the industry’s first preventative brand safety solution in 2009, powered by constant growth and innovation, Integral has evolved into an actionable global media valuation platform that is essential to the buying and selling of quality media.

“When we analyzed campaign data, we noticed that many viewable impressions were being served to non-human traffic, and we concluded that simply measuring whether ads are in or out of view is not enough,” said Scott Knoll, CEO of Integral Ad Science. “MRC’s recognition of our innovative approach underscores its value for digital media buyers and sellers who are striving to adhere to and set high standards of media quality.”

“MRC accreditation is a testament to Integral Ad Science’s forward-thinking approach and commitment to industry best practices,” said George Ivie, CEO and executive director of the MRC. “Customers, partners, and peers should take note of this achievement.”

“We are so pleased that Integral has received MRC accreditation for its best-in-class viewability product, which also exclusively provides viewability reporting metrics for Nielsen Online Campaign Ratings™. The MRC ‘stamp of approval’ provides instant market credibility and confidence because of the extensive review process that includes the industry’s leading media researchers. While Nielsen Online Campaign Ratings is not currently accredited by MRC for viewability, as a result of Integral’s viewability accreditation, Nielsen is now working with the MRC on viewability accreditation for Nielsen Online Campaign Ratings, which is already MRC accredited for gross rating points (GRPs), unique users and unique cookies,” said Nielsen Executive Vice President of Global Product Leadership, Megan Clarken.

For more information on Integral’s solutions, visit:

About Integral Ad Science
Integral Ad Science is a technology company focused on ensuring safe, quality media environments for online advertisers. Employing the industry’s only media valuation platform, Integral Ad Science evaluates the media environment and establishes a TRAQ Score (True Advertising Quality), a first-of-its kind, quantifiable measure of media quality that ultimately benefits every media buyer, seller, publisher and trading platform. TRAQ score supports an advertisers’ ability to plan, execute and target their audience in an environment that reflects their brand image and drives ROI, while simultaneously setting benchmarks for publishers who wish to improve the quality of their content and design to attract premium advertisers. Integral is headquartered in New York with operations in San Francisco, London, Tokyo and Sydney. Learn more at

About MRC
The Media Rating Council is a nonprofit industry association established in 1964 comprised of leading television, radio, print and Internet companies, as well as advertisers, advertising agencies and trade associations, whose goal is to ensure measurement services that are valid, reliable and effective. Measurement services desiring MRC accreditation are required to disclose to their customers all methodological aspects of their service; comply with the MRC Minimum Standards for Media Rating Research as well as other applicable industry measurement guidelines; and submit to MRC-designed audits to authenticate and illuminate their procedures. In addition, the MRC membership actively pursues research issues they consider priorities in an effort to improve the quality of research in the marketplace. Currently approximately 90 research products are audited by the MRC. Additional information about MRC can be found at