This includes integration with Integral Ad Science's Bid Expert, in addition to the ability to use YuMe's native SDK-driven brand safety technology in order to proactively minimise waste, reduce costs and protect against suspicious traffic via pre-bid capabilities for viewability and brand safety segment targeting.

“In today's media environment advertisers and publishers alike must ensure that inventory lives up to the standards they set for themselves and that consumers demand," said Venkat Krishnan, SVP of product at YuMe. "Integrating our native brand safety technology with Integral's Bid Expert technology bolsters our already robust protection for brand advertisers making use of our programmatic video advertising solutions. The pre-bid brand safety approach streamlines the programmatic buying process and reduces the need for refunds or after the fact reconciliation."

"Video is a memorable digital advertising format, but video ads will not make an impact if the ads are not in view, to a human," added Harmon Lyons, VP of business development at Integral Ad Science. "Our partnership with YuMe provides brand safety, viewability and fraud protection - critical components for brands looking to invest in digital video."