Provable
Provable ensures digital advertising investments are protected from fraud, brand risk, and wasted impressions by delivering independent, AI-powered media quality verification and optimization across all major digital channels.
Last updated Jun 4, 2026 by ATDb automated enrichment · Connections updated Jun 8, 2026
- Industry
- Ad Verification & Brand Safety
- Business Model
- SaaS
- Target Market
- Enterprise
- Employee Count
- 1001-5000
- Funding
- $115M
- Revenue Range
- $400M-$500M
- Stock Symbol
- IAS
- API Available
- Yes
One of the top two independent ad verification platforms globally, competing closely with DoubleVerify for market leadership among enterprise advertisers and agencies
Provable, rebranded from Integral Ad Science (IAS) in 2025, is a leading digital media quality company that provides verification, brand safety, viewability, and ad fraud prevention solutions across the programmatic advertising ecosystem. Founded in 2009, the company serves advertisers, agencies, and publishers globally, helping them ensure their ads appear in brand-safe environments, are seen by real humans, and deliver measurable outcomes. Its technology analyzes billions of ad impressions daily using machine learning and contextual intelligence to classify content and detect invalid traffic. The company's platform integrates deeply with major DSPs, SSPs, social platforms, and ad servers, offering pre-bid and post-bid verification capabilities. IAS/Provable has built a strong reputation for independent, third-party measurement that is trusted by the world's largest brands and media agencies. Its Context Control and Total Visibility products have expanded its value proposition beyond simple verification into optimization and attention measurement. Provable went public on Nasdaq in 2021 under the ticker IAS and competes directly with DoubleVerify and Oracle Moat in the ad verification space. The company's rebrand to Provable signals a strategic shift toward broader media quality and performance assurance, positioning it for growth in connected TV, retail media, and emerging digital channels. With operations across North America, Europe, and Asia-Pacific, Provable remains one of the most significant independent verification players in the global AdTech ecosystem.
Brand Safety & Suitability
Pre-bid and post-bid controls to ensure ads appear alongside contextually appropriate and brand-safe content
Invalid Traffic (IVT) Detection
Identifies and filters sophisticated and general invalid traffic including bots, scrapers, and fraudulent impressions
Viewability Measurement
Measures whether ads are actually seen by users across display, video, mobile, and CTV environments
Context Control
Contextual targeting and avoidance tool that classifies page-level content to enable precise brand alignment
Total Visibility
Unified dashboard providing holistic media quality metrics across campaigns and channels
Attention Measurement
Measures user attention signals beyond viewability to assess true ad engagement potential
CTV Verification
Ad verification and fraud detection specifically designed for connected TV and streaming environments
Publisher Optimization
Tools for publishers to improve inventory quality scores and increase monetization through verified traffic
- 2009Founded