Integral Ad Science
  • Solutions
    BY PRODUCT TYPE
    Ad Fraud
    Brand Safety & Suitability
    Contextual Targeting
    Viewability
    Efficiency & Optimization
    BY CHANNEL
    CTV & Video
    Programmatic
    Proprietary Platforms
    Mobile & In-App
    Audio
    BY CUSTOMER TYPE
    Brands & Agencies
    Publishers
    Platforms & Partners
  • Insights
    IAS Insider
    Media Quality Report
    Research
  • Innovation
  • About
    Quality Impressions™
    Newsroom
    Leadership & Awards
    Careers
  • Careers
Log in
Investor Relations
Contact
US US
UK UK DE DE ES ES FR FR IT IT JP JP BR BR LATAM LATAM APAC APAC Korean Korean
Integral Ad Science
  • Solutions
    BY PRODUCT TYPE
    Ad Fraud
    Brand Safety & Suitability
    Contextual Targeting
    Viewability
    Efficiency & Optimization
    BY CHANNEL
    CTV & Video
    Programmatic
    Proprietary Platforms
    Mobile & In-App
    Audio
    BY CUSTOMER TYPE
    Brands & Agencies
    Publishers
    Platforms & Partners
  • Insights
    IAS Insider
    Media Quality Report
    Research
  • Innovation
  • About
    Quality Impressions™
    Newsroom
    Leadership & Awards
    Careers
  • Careers
Log in
Contact Us
US US
UK UK DE DE ES ES FR FR IT IT JP JP BR BR LATAM LATAM APAC APAC Korean Korean
  1. Home
  2. | Channels
  3. | Integral Ad Science to attack zombie TVs after Dark
November 27, 2016 by IAS Team

Integral Ad Science to attack zombie TVs after Dark

Channels
CTV & Video
Resources
Topics
Viewability
Share:

Our GM of Video, Kevin Lenane, talks about video, viewability, and more at Beet Retreat 2016: The Transformation of Television Advertising. Watch the full video here.

———————————————————————————

MIAMI — This year, it’s launched new services to help advertisers overcome viewability issues for mobile video. Next year, it scales up to the big screen.

Integral Ad Science, whose technologies help advertisers and agencies understand the viewability and quality of the inventory they are buying, is coming to TV.

“2017’s going to bring a lot of innovation for Integral Ad Science,” says video GM Kevin Lenane. “One of the things we’re really excited about … is the connected TV space and the programmatic TV space, and we will be in that market in 2017.”

Why does Lenane need to measure video viewing on TV? After all, TV is generally considered to be the holy grail of viewability. And TV so far remains untained by the kind of ad fraud practices we have seen in online display and video.

But things are changing.

“Connected TV inventory is generally 100% viewable, and, in some platforms, you actually physically cannot deliver an ad that isn’t 100% viewable,” Lenane concedes. “So why measure viewability?

“We’ve seen new fraud models out there where people activate TVs in the middle of the night. There are just all kinds of things that will pop up as the market gets larger and more lucrative, and so we plan to be there. I think viewability will just be the first step.”

This interview was conducted at Beet Retreat 2016: The Transformation of Television Advertising.

Access the content now.
Download
Access the case study now.
Download
Access the guide now.
Download
Access the research now.
Download
Sign up for insights right to your inbox.
Subscribe now ›

Related Posts

Converting Gamers to Consumers: How advertisers can drive positive perception in gaming environments
Converting Gamers to Consumers: How advertisers…
Learn more ›

January 10, 2023 by IAS Teams

The 2023 Industry Pulse
The 2023 Industry Pulse
Learn more ›

December 16, 2022 by IAS Teams

IAS expands media quality solutions for in-game media buys
IAS expands media quality solutions for…
Learn more ›

December 15, 2022 by IAS Teams

IAS white red logo
Sign up for fresh insights

Solutions

By Product Type

Ad Fraud

Brand Safety & Suitability

Contextual Targeting

Viewability

Efficiency & Optimization

By Channel

CTV & Video

Programmatic

Proprietary Platforms

Mobile & In-App

Audio

By Customer Type

Brands & Agencies

Publishers

Platforms & Partners

Insights

IAS Insider

Research

Media Quality Reports

About IAS

Quality Impressions™

Newsroom

Leadership & Awards

Careers

Helpful Links

Contact

Log in

© 2023 Integral Ad Science, Inc.

Accessibility_Icon Accessibility statement

Site indexing policy

Privacy policy

Subscription management

Transparent Background - Social Media
Transparent Background - Social Media
Transparent Background - Social Media
Transparent Background - Social Media
Transparent Background - Social Media

Site indexing policy

Privacy policy

Subscription management

Transparent Background - Social Media
Transparent Background - Social Media
Transparent Background - Social Media
Transparent Background - Social Media
Transparent Background - Social Media

© 2021 Integral Ad Science, Inc.

Search

Hit enter to search or ESC to close

Download Content

Fill out the form to have this content delivered directly to your email inbox.

Subscribe now

Fill out the form to sign up for the latest and greatest IAS updates— delivered right to your inbox.

Thank you for signing up for the IAS Newsletter.