Integral Ad Science (IAS) (Nasdaq: IAS), a global leader in media measurement and optimization, has received Media Rating Council (MRC) accreditation for its server-to-server (S2S) integration with Amazon DSP, covering impression, viewability, and invalid traffic (IVT) data. This milestone reinforces IAS’s commitment to independent, trusted, and industry-standard measurement across digital platforms.
As advertisers increasingly demand third-party verification for performance metrics, MRC accreditation ensures IAS’s measurement solutions meet rigorous standards for accuracy, transparency, and reliability.
What the Accreditation Covers
IAS’s MRC accreditation applies to its S2S integration with Amazon DSP for:
- Display and video impressions
- Viewable impressions (including all related viewability metrics)
- Tracked ads, filtered for both General and Sophisticated Invalid Traffic (GIVT and SIVT)
The accreditation spans desktop, mobile web, and mobile app environments, covering both Amazon-owned properties like Amazon Retail and IMDb, and third-party supply sources (APD and 3PX).
By leveraging a server-to-server model, IAS enables near real-time measurement while accommodating Amazon’s unique privacy restrictions, giving brands and agencies reliable insights into campaign delivery.
Industry Leaders Highlight Transparency and Trust
“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.
Ron Pinelli, SVP of Digital Research and Standards at the MRC, added:
“Transparency, compliance, and quality assurance are critical to measurement users, and we are pleased that IAS has submitted this integration to independent audit to demonstrate validity, reliability, and effectiveness.”
Amazon Ads also emphasized the importance of accredited measurement for advertisers. Pavan Rajkumar, Head of Supply Quality Partnerships, said:
“This milestone reinforces our commitment to providing advertisers with trusted, independently verified measurement solutions while maintaining rigorous privacy standards. It will help advertisers confidently measure and optimize their campaigns on Amazon DSP.”
Why This Matters
Server-to-server integrations like IAS’s with Amazon DSP are increasingly critical in a privacy-conscious ecosystem. By validating impressions, viewability, and IVT metrics through MRC accreditation, IAS provides advertisers with a trusted, third-party benchmark for campaign performance. In an era of growing scrutiny over digital ad measurement, this ensures marketers can confidently optimize spend while maintaining compliance with industry standards.
