The partnership will cover viewability data and reporting for the broadcaster’s on-demand service on connected TV platforms, in-app viewing, desktop and mobile web.

Through the deal, ITV will make use of the IAB’s Open Measurement software development kit (SDK), which allows third-parties to assess the verification and viewability of mobile app ads without using multiple ad verification measurement providers.

Frank Mulhall, head of ad operations at ITV, said the deal highlights ITV’s commitment to verifying its digital inventory using independent measurement. He added: “The move starts the process of raising standards for online video that only broadcasters can achieve in line with our clients’ expectations.”