Integral Ad Science and Facebook expand partnership to improve transparency

Measurement and analytics company Integral Ad Science (IAS) has expanded its partnership with Facebook, offering marketers access to additional measurement and reporting for ads across Facebook, Instagram and Facebook's Audience Network. This is in addition to the video measurement services first introduced in 2016.In the press statement, IAS stated how it will help brands and agencies on Facebook address the challenges around transparency and viewability.For 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% in view for 1 second standard for display ads on Facebook.Meanwhile on Instagram, viewability and fraud data are now available for display ads on Instagram. This data is now available across Instagram Display and Video.Lastly, for Facebook Audience Network, fraud data is now available across Facebook’s 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."Asia is Facebook's largest market in the world. We hope that this partnership will give advertisers in Asia greater confidence about viewability and fraud measurement," Niall Hogan, managing director of IAS in Southeast Asia, said."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," David Hahn, chief product officer at IAS, said.The partnership is hot on the heels with IAS' recent partnership with Snap to review its protocols. This is in a bid to minimise the risk of negative exposure for brands. The partnership sees IAS advising Snap on brand safety models to ensure its efforts are in line with industry best practices, and provide it with media quality measurement capabilities beyond brand safety.