Media measurement and optimization platform Integral Ad Science announced on Tuesday that it is rolling out new ad-measurement tools for Reels on Facebook and Instagram, expanding a partnership that began in 2016.

The media-measurement company, which has already been providing advertisers with measurement tools on Facebook and Instagram, will now provide viewability and invalid traffic measurement for Meta’s Reels video feed inventory in an effort to assure advertisers that their ads are seen by real users.

With over 140 billion Reels played daily, the short-video feature has quickly become Meta’s fastest-growing content format, spurring the social giant to continually integrate and test new Reels ad products over the past year.

Providing marketers with additional measurement insights makes sense with Reels’ steady growth.

IAS believes that its reporting product suite and data collection will help advertisers better understand Reels ad views at a granular level.

Integral Ad Science is rolling out new ad-measurement tools for Reels on Facebook and Instagram, expanding a partnership that began in 2016.