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Integral Ad Science earns MRC accreditation for YouTube video viewability reporting
Mumbai: Integral Ad Science (Nasdaq: IAS), a leading global media measurement and optimisation platform, has announced it has earned accreditation by the Media Rating Council (MRC) for its integrated third-party calculation and reporting of YouTube video viewability for desktop and mobile (web and app) using Google’s ads data hub for measurement partners (ADH-MP).
“Our latest accreditation from the MRC for third-party calculation and reporting of YouTube viewability further solidifies IAS’s position as the global benchmark for trust and transparency in digital media quality,” said IAS chief compliance officer Kevin Alvero. “Advertisers can continue to transact with IAS for high-quality reporting of digital advertising campaigns.”
The full scope of the accreditation covers IAS’s third-party calculation and reporting of Google ADH-MP measurement data from the Google Ads, display & video 360, and YouTube Reserve services. Calculation and reporting are with respect to Google YouTube video impressions, viewable video impressions and related viewability metrics across desktop, mobile web, and mobile in-app environments. Advertising formats are inclusive of Google’s YouTube skippable in-stream ads, non-skippable in-stream ads, standard in-stream, YouTube in-stream select, and bumper ads.
“We congratulate IAS for achieving accreditation for their third-party calculation and reporting of YouTube video impression delivery and viewability based on audited ADH data,” said MRC CEO and executive director George Ivie. “IAS’ expansion of their accreditation in this area continues to show their commitment to transparency and to the MRC process.”
IAS is a leader in the media quality space and continues to meet the rigorous requirements necessary to achieve MRC’s accreditation. This latest achievement further demonstrates IAS’s commitment to bringing even greater transparency and quality to all aspects of the digital measurement landscape.
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With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
