INTEGRAL AD SCIENCE EARNS MRC ACCREDITATION FOR REPORTING OF IMPRESSIONS, VIEWABILITY AND INVALID TRAFFIC ON AMAZON PROPERTIES
Rhea-AI Summary
Integral Ad Science (Nasdaq: IAS) announced on November 13, 2025 that it received MRC accreditation for its server-to-server (S2S) integration of Amazon DSP impression, viewability and invalid traffic (IVT) data into its digital ad measurement platform.
The accreditation covers display and video impressions, viewable impressions, and GIVT/SIVT filtration across desktop, mobile web and mobile app for Amazon O&O properties (Amazon Retail and IMDb) and 3P supply sources (APD and 3PX). IAS said the S2S integration supports near real-time, independent third-party measurement while accommodating Amazon's privacy restrictions.
Positive
- MRC accreditation for Amazon DSP S2S impressions, viewability, IVT
- Covers Amazon Retail, IMDb and 3P supply (APD and 3PX)
- Measurement includes desktop, mobile web and mobile app environments
- Enables near real-time independent third-party reporting via S2S
Negative
- Accreditation applies only to the submitted formats and environments
- Scope limited to Amazon DSP S2S integration, not all Amazon inventory
News Market Reaction 1 Alert
On the day this news was published, IAS declined NaN%, reflecting a moderate negative market reaction.
Data tracked by StockTitan Argus on the day of publication.
"With the addition of MRC accreditation for Amazon DSP Impressions, Viewability, and Invalid Traffic metrics, advertisers can remain confident that our measurement products meet the highest standards set by the industry," said Kevin Alvero, Chief Compliance Officer at IAS. "IAS is committed to the MRC process, and Amazon has been a great partner to work with in bringing this added layer of trust and transparency to our solutions."
IAS reporting and insights are available for Amazon DSP media buys through a server-to-server (S2S) integration, giving advertisers access to MRC accredited third-party measurement that enables them to understand delivery of these placements. IAS and Amazon DSP operate within an integration model that allows for independent third-party measurement and reporting in near real time using the IAS measurement tags while also accommodating the unique privacy restrictions on Amazon properties.
Specifically, the MRC accreditation applies to IAS's server-to-server (S2S) integration with Amazon's Demand Side Platform (DSP) for measurement and reporting of:
- Display and Video Impressions, Viewable Impressions (including related viewability metrics) and Tracked Ads inclusive of General and Sophisticated Invalid Traffic filtration (GIVT and SIVT) within desktop, mobile web and mobile app for Amazon O&O properties (Amazon Retail and IMDb) and 3P supply sources (APD and 3PX).
"We congratulate IAS for achieving MRC accreditation for measurement and reporting of Amazon DSP impressions, viewability and invalid traffic metrics for the submitted formats and environments," said Ron Pinelli, SVP, Digital Research and Standards at the MRC. "Transparency, compliance and quality assurance related to this measurement are critical to measurement users, and we are pleased that IAS has submitted this integration to independent audit to demonstrate validity, reliability and effectiveness."
"We're pleased that IAS has received MRC accreditation for their Amazon DSP server-to-server integration. This milestone reinforces our commitment to providing advertisers with trusted, independently verified measurement solutions while maintaining our rigorous privacy standards. This accreditation will help advertisers confidently measure and optimize their campaigns on Amazon DSP," said Pavan Rajkumar, Head of Supply Quality Partnerships, Amazon Ads.
About the Media Rating Council
The MRC is a non-profit industry association established in 1963 composed of leading television, radio, print and Internet companies, as well as advertisers, advertising agencies and trade associations whose goal is to ensure measurement services that are valid, reliable and effective. Measurement services desiring MRC Accreditation are required to disclose to their customers all methodological aspects of their service; comply with the MRC Minimum Standards for Media Rating Research and other standards MRC produces; and submit to MRC-designed audits to authenticate and illuminate their procedures. In addition, the MRC membership actively pursues research issues they consider priorities in an effort to improve the quality of research in the marketplace. Currently more than 110 research products are audited by the MRC.
About Integral Ad Science
Integral Ad Science (IAS) is a leading global media measurement and optimization platform that delivers the industry's most actionable data to drive superior results for the world's largest advertisers, publishers, and media platforms. IAS's software provides comprehensive and enriched data that ensures ads are seen by real people in safe and suitable environments, while improving return on ad spend for advertisers and yield for publishers. Our mission is to be the global benchmark for trust and transparency in digital media quality. For more information, visit integralads.com.
Press Contact:
IAS
Travis DeLingua
pr@integralads.com
View original content to download multimedia:https://www.prnewswire.com/news-releases/integral-ad-science-earns-mrc-accreditation-for-reporting-of-impressions-viewability-and-invalid-traffic-on-amazon-properties-302613226.html
SOURCE Integral Ad Science, Inc.
FAQ
What did IAS announce on November 13, 2025 about Amazon DSP measurement?
Which Amazon properties and supply sources are covered by the IAS MRC accreditation for Amazon DSP (IAS)?
Which metrics and environments does the IAS MRC accreditation for Amazon DSP (IAS) include?
How does the IAS Amazon DSP S2S integration affect advertisers measuring DSP campaigns (IAS)?
Does the IAS MRC accreditation for Amazon DSP (IAS) operate in real time and respect privacy?
