The tools will allow IAS to provide viewability and invalid traffic measurement for the Reels feature on both social media platforms to allow advertisers to see whether their adverts were being watched by users.

IAS’s new tools build on existing products that provide viewability and invalid traffic data for advertising on the main Facebook and Instagram platforms.

Yannis Dosios, chief commercial officer at IAS, said: “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 two billion times every day, doubling over the last six months.”