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Share on XMédiamétrie is strengthening its collaboration with Integral Ad Science (IAS), selecting IAS as its exclusive partner to support the development of MediaReach, its cross-video measurement solution for advertising campaigns.
MediaReach’s ambition is to progressively give the market unified, comparable measurement of TV and video advertising campaigns. The partnership builds on more than a decade of collaboration between Médiamétrie and IAS to advance reliable, transparent video advertising measurement.
A closer look at exposure quality
As an independent, trusted third party, IAS will provide MediaReach with viewability and completion data. In accordance with standards defined with the market, this data will be used to calculate campaign performance across six levels of exposure quality: valid impressions, viewable impressions, and impressions that are viewable and completed at 25%, 50%, 75%, and 100%.
The aim is to support a more transparent and objective comparison of campaign exposure quality across linear TV and digital video.
“The collaboration with IAS marks an important step in the rollout of MediaReach. It strengthens our ability to provide the market with robust, comparable and transparent metrics, supporting a shared understanding of video advertising performance.”
The partnership reflects a shared commitment to developing a transparent, reliable measurement framework—and a more consistent understanding of video advertising performance across the market.
