Integral Ad Science (IAS) announced that it has earned Media Rating Council (MRC) accreditation for its server‑to‑server integration of Amazon DSP impression, viewability, and invalid‑traffic data. The accreditation confirms that IAS’s measurement of Amazon DSP placements meets the industry’s rigorous standards for accuracy and transparency, giving advertisers confidence that the data they rely on is independently verified.
MRC accreditation is awarded after a comprehensive audit of a measurement system’s methodology, data handling, and reporting processes. IAS’s integration was evaluated against criteria that include precise impression counting, real‑time viewability assessment, and robust fraud detection. By meeting these standards, IAS demonstrates that its Amazon DSP data can be trusted to reflect true ad exposure and audience engagement, a critical requirement for brands that invest heavily in Amazon’s walled‑garden ecosystem.
The accreditation enables IAS to offer clients near real‑time validation of their Amazon campaigns. Advertisers and agencies can now see, in a single dashboard, which impressions were actually served, how many were viewable, and whether any invalid traffic was detected. This level of insight helps clients optimize spend, adjust creative strategies, and negotiate better rates with Amazon, ultimately improving campaign ROI.
From a competitive standpoint, the accreditation strengthens IAS’s position against rivals such as DoubleVerify. It signals to the market that IAS can deliver third‑party verification in one of the fastest‑growing advertising channels. As Amazon’s advertising business continues to expand—reporting double‑digit growth in spend—IAS is poised to capture a larger share of the measurement market, opening new revenue opportunities for the company.
IAS’s broader growth strategy focuses on high‑growth channels, and the Amazon DSP accreditation aligns directly with that objective. By securing a trusted measurement credential in a platform that commands a significant portion of e‑commerce advertising dollars, IAS can deepen relationships with existing clients and attract new advertisers seeking reliable verification. The accreditation also positions IAS to leverage Amazon’s data assets, potentially enabling future product extensions that combine measurement with audience insights.
Overall, the MRC accreditation represents a strategic milestone for IAS. It validates the company’s technical capabilities, enhances its competitive edge, and supports its expansion into Amazon’s rapidly growing advertising ecosystem. The move is expected to reinforce IAS’s market leadership in ad verification and drive incremental revenue as more brands seek trusted measurement on Amazon DSP.
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