Ad-tech firm Integral Ad Science is testing OTT viewability, brand safety and ad fraud for a telecom and six broadcasters.
Advertisers are struggling with fraud, measurement, and the need to show business outcomes from their ads that run on connected TVs.
But advertisers struggle with fraud, measurement, and the need to show business outcomes from their ads that run on connected TVs. IAS CEO Lisa Utzschneider said that the firm is doing beta-testing with one unnamed wireless carrier and six broadcasters that work with the carrier. Utzschneider wouldn't give details but said the test covers brand safety, ad fraud and viewability.
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