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Integral Ad Science achieved a major industry milestone—earning Media Rating Council (MRC) accreditation for its server-to-server (S2S) integration of Amazon DSP impression, viewability and invalid traffic data into its digital ad measurement platform.
This accreditation validates the accuracy and transparency of IAS’s measurement solutions, reinforcing our commitment to helping advertisers measure what matters most—performance they can trust.
Setting a new standard for trusted measurement
As advertisers expand their presence across multiple digital platforms, achieving a consistent and transparent view of performance remains a challenge. Many platforms limit access to independent verification, or provide it offline through clean room environments only, leaving advertisers to rely on internal reporting that may not reflect the full picture.
IAS is addressing this industry-wide need by setting a new benchmark for accountability. Our MRC-accredited integration with Amazon DSP data delivers the independent validation in near real time that brands and agencies have been seeking, helping ensure that every impression is accurate, viewable, and free of invalid traffic.
This milestone reinforces IAS’s ongoing commitment to building trust in digital media measurement and creating a more transparent advertising ecosystem for all.
How IAS measurement works on Amazon DSP
IAS and Amazon DSP have developed a unique integration model that enables independent, third-party measurement while upholding Amazon DSP’s strict privacy and data protection standards. This collaboration ensures advertisers gain trusted transparency into their campaigns without compromising user privacy.
Through this integration, IAS is accredited for the measurement and reporting of both display and video ads across desktop web, mobile web, and mobile app environments. The accreditation covers key metrics including:
- Impressions: Ensuring accurate and validated delivery data for every ad served
- Viewable impressions: Confirming that ads meet industry standards for visibility
- Invalid traffic (IVT): Detecting and filtering fraudulent or non-human activity to ensure real engagement
Advertisers running campaigns through Amazon DSP can access these insights via a server-to-server (S2S) integration, providing direct, MRC-accredited reporting. This enables teams to analyze performance, reduce media waste, and optimize toward the most impactful placements with the confidence that their measurement meets the industry’s highest standards.
Driving greater transparency across the industry
This achievement demonstrates IAS’s continued leadership in media quality and transparency—helping advertisers make every impression count through independently verified, privacy-conscious measurement in near real time.
With this accreditation, IAS continues to set the benchmark for trust, providing advertisers, agencies, and platforms with the data and insights needed to drive better outcomes across digital media.
