Integral Ad Science will provide its video viewability targeting segments to AudienceScience for inclusion in the company’s Helios Advertising Enterprise Advertising Software, the companies announced today. AudienceScience clients will be able to build campaigns that include specific video viewability levels based on Integral Ad Science’s data.
For Integral Ad Science, the AudienceScience integration follows two others announced recently, with MediaMath and with Tremor Video. All are intended to help demand-side platforms and advertisers gain greater video buying efficiency, as viewability continues to be a major source of industry frustration and confusion. As ad spending continues to shift from TV to video, advertisers require comparable delivery assurance.