Technology Featured Southeast Asia

IAS to boost contextual targeting solution with launch of ‘Control Panel’

Singapore — Integral Ad Science (IAS), a digital media company, has launched Control Panel, a suite of reporting and planning tools that Context Control customers can use as an added value. The new capabilities will enable customers to more clearly understand the value and return on investment that IAS’s contextual targeting solution delivers.

The Control Panel suite offers the following new tools namely Context Control Segment Catalog, which provides easy discovery of all Context Control Avoidance and Targeting off-the-shelf segments all in one place; and Contextual Segment Reach Calculator, which advises on the prospective reach of IAS contextual targeting segments to appropriately plan campaigns.

There is also the Contextual Targeting Reporting tool that offers insights into targeting segment performance, specifically focusing on viewability, reach, and programmatic dimensions. The last tool is Contextual Targeting Profiles which enables clients to bundle all of their desired targeting segments into one profile with a single segment ID for easy activation in their demand side platforms (DSP).

Tom Sharma, chief product officer of IAS, said, “Using our new Control Panel, advertisers will gain the ability to strategically plan, activate, and optimize their targeting campaigns all within the IAS Signal platform. This is yet another example of our ongoing efforts to empower our customer organizations and clients to confidently lean into our contextual targeting solution while hitting campaign KPIs.”

Advertisers can average more than 400 contextual segments from IAS on a pre-bid basis to avoid undesirable content or target content that is suitable for their campaigns. Major DSPs including Adelphic, Adform, Amobee, MediaMath, Xandr, Yahoo, and others have integrated Context Control, making these tools readily available for advertisers wherever they choose to buy.