IAS releases ad measurement tools for Facebook and Instagram Reels

Integral Ad Science has released ad measuring tools for Meta's Facebook and Instagram Reels videos. Expanding on a 2016 agreement, IAS will now provide viewability and invalid traffic measurement for Meta's rapidly growing Reels video feed inventory, ensuring that advertisers' ads are seen by actual consumers.

Because of the expanding collaboration between Meta and IAS, Reels advertisers will now have unprecedented visibility into the performance of their ad campaigns. IAS has previously been supplying advertisers with measuring tools such as viewability and invalid traffic for Facebook and Instagram placements.

"Facebook and Instagram Reels are enormously popular with advertisers, and based on the success of our 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 Yannis Dosios, Chief Commercial Officer, IAS. "With more than 140 billion Reels played daily, smart marketers have already been placing advertisements on Reels, and they now have even more measurement insights into which of their ads are being seen and driving results."