IAS rolls out ad measurement tools for Facebook and Instagram reels
Integral Ad Science, IAS, a global media measurement and optimization platform, has announced that it has rolled out ad measurement tools for Meta’s Facebook and Instagram Reels.
Expanding work 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.
Reels advertisers will now have 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, and we are pleased to now extend these insights to Reels.
Yannis Dosios, Chief Commercial Officer, IAS: “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. Reels continues to grow quickly on both Facebook and Instagram. Reels also continue to become more social with people resharing Reels more than 2 billion times every day, doubling over the last six months.”
