MIAMI — This year, it’s launched new services to help advertisers overcome viewability issues for mobile video. Next year, it scales up to the big screen.

Integral Ad Science, whose technologies help advertisers and agencies understand the viewability and quality of the inventory they are buying, is coming to TV.

“2017’s going to bring a lot of innovation for Integral Ad Science,” says video GM Kevin Lenane. “One of the things we’re really excited about … is the connected TV space and the programmatic TV space, and we will be in that market in 2017.”

Why does Lenane need to measure video viewing on TV? After all, TV is generally considered to be the holy grail of viewability. And TV so far remains untained by the kind of ad fraud practices we have seen in online display and video.

But things are changing.

“Connected TV inventory is generally 100% viewable, and, in some platforms, you actually physically cannot deliver an ad that isn’t 100% viewable,” Lenane concedes. “So why measure viewability?

“We’ve seen new fraud models out there where people activate TVs in the middle of the night. There are just all kinds of things that will pop up as the market gets larger and more lucrative, and so we plan to be there. I think viewability will just be the first step.”

This interview was conducted at Beet Retreat 2016: The Transformation of Television Advertising, an executive retreat presented by Videology with AT&T AdWorks and the 605. Please find more videos from the event here.