Mumbai: Integral Ad Science (Nasdaq: IAS), a global media measurement and optimisation platform, has announced that it has rolled out ad measurement tools for Meta’s Facebook and Instagram Reels videos. Expanding a partnership that began in 2016, IAS will now provide viewability and invalid traffic measurement for Meta’s rapidly growing Reels video feed inventory so that advertisers can be assured that their ads are seen by real users.

The growing collaboration between Meta and IAS means Reels advertisers will now have unparalleled transparency into the performance of their ad campaigns. IAS has already been providing advertisers with measurement tools that include viewability and invalid traffic for placements across Facebook and Instagram.

“Facebook and Instagram Reels are enormously popular with advertisers, and based on the success of the existing partnership between Meta and IAS, we are pleased to broaden our work together and provide this deeper level of transparency for Reels ads,” said IAS chief commercial officer Yannis Dosios. “With more than 140 billion Reels played daily, smart marketers have already been placing advertisements on Reels and now they have even more measurement insights into which of their ads are being seen and driving results.”