Integral Ad Science has launched video viewability pre-bid segments, which enable advertisers to target specific viewability thresholds for video ads in programmatic buying.

“There was a large hole in being able to independently target in view video impressions for advertisers,” said David Hahn, SVP product management at Integral. “Video advertisers can now select the specific percentage of impressions that they require to be in view through one of our DSP integrations, as part of our new performance-matching technology. Our video viewability pre-bid segments are a logical product extension of our current offerings, which leverage our significant investment in data science and our independent, third-party position in the industry.”

MediaMath is the first to adopt this offering, and Integral claims it has additional partners in the process of integrating the solution.

“Viewability is a key driver in modern programmatic,” said Sam Cox, Vice President, Global Partnerships, MediaMath. “MediaMaths partnership with Integral Ad Science, including these enhancements for video, continues to drive outcomes for marketers.”