Integral Ad Science, a provider of digital media intelligence, has acquired Veenome, a service that anaylzes online videos for viewability and fraud quotient.
Integral, whose TRAQ score is used by advertisers to track ROI in their media plans, figures the addition of Veenome will give it greater capacity to gauge viewability in a rapidly growing video business. Video viewing on mobile is fueling the medium, and eMarketer predicts spending in that channel to draw equal to desktop by decade’s end.
Veenome’s technology measures overall in-stream quality of the video content and other quality metrics such as audio status, auto-play, location of the player on a page, player size, and contextual category.
“As brands rapidly embrace video advertising…it is imperative that they be able to measure and affect better placement of their video advertising,” said Integral CEO Scott Knoll in a statement announcing the acquisition.
