Tag: IAS

Singapore – Integral Ad Science (IAS) has introduced advanced ad measurement tools for YouTube Shorts, the widely popular short-form video experience enabling users to create and share catchy videos.

With the launch of the total media quality for the YouTube product suite, IAS now offers viewability and invalid traffic measurement for YouTube shorts’ rapidly expanding inventory, ensuring advertisers that real users are viewing their ads.

This move further strengthens IAS and Google’s commitment to providing advertisers with enhanced transparency, enabling them to gauge the performance of their ad campaigns more effectively.

Moreover, by offering this more significant level of transparency, IAS aims to cater to the needs of advertisers who have shown significant interest in leveraging YouTube Shorts’ global and ever-growing audience.

In a statement from Lisa Utzschneider, CEO of IAS, she said, “The rapid and widespread growth of YouTube Shorts presents an incredible opportunity for our advertising partners to reach and engage with audiences worldwide.”

With IAS’s latest ad measurement tools, advertisers can now make more informed decisions and maximize the impact of their advertising efforts on YouTube Shorts’ dynamic platform. 

Singapore — Anzu, an in-game advertising solution, and Integral Ad Science (IAS), a global media measurement and optimization platform, have announced the introduction of an industry-wide solution that tracks viewability and invalid traffic (IVT) across 2D and 3D gaming environments.

Anzu and IAS have enhanced their in-game ad measurement solution, providing advertisers with increased trust and confidence in investing in the gaming industry. This comprehensive solution spans mobile, PC, and console gaming platforms, supporting programmatic and direct ad purchases for display and video formats.

Ben Fenster, co-founder and CPO, at Anzu, said, “When founding Anzu, we knew that for in-game to succeed, advertisers would need a robust and transparent way to measure their success and be able to compare it to other mediums, which is why this area has been a core focus for us as a business from day one.” 

He added, “It’s been great to work together with IAS on this first-to-market solution which marks a significant step forward in how measurement is done within the in-game advertising space.”

Meanwhile, Yannis Dosios, chief commercial officer at IAS, said, “We know that gaming is one of the most compelling environments for advertisers because consumers bring passion, focus, and dedication when they are playing.” 

Dosios added, “Our expanded partnership with Anzu brings IAS’s powerful viewability and invalid traffic measurement products to in-game 3D settings for the first time, demonstrating our leadership in the gaming space while providing marketers with even greater levels of transparency and actionable data to deliver results for their campaigns.”

Singapore – Integral Ad Science, the digital media quality platform, has announced its enhanced partnership with YouTube to provide advertisers with industry-leading brand safety and suitability measurement across the online video platform. 

Powered by cutting-edge machine learning technology, IAS measurement will now deliver a more comprehensive analysis of video content on YouTube, providing marketers with even greater tools for safety and suitability. IAS’s updated reporting is aligned with the Global Alliance for Responsible Media (GARM) Brand Safety and Suitability framework, enabling granular campaign reporting for maximum impact.

According to IAS, the platform’s Total Media Quality for YouTube uses a powerful type of machine learning to provide new levels of insight into video content and is currently being used on other social media platforms to analyse millions of videos per year for marketers. 

The IAS YouTube Brand Safety and Suitability Measurement offering will provide machine learning-powered details about video content to advertisers best-in-class brand safety and suitability scoring, a scoring classification that is consistent with the GARM Brand Safety and Suitability framework, daily reporting across the GARM categories and four risk levels, and global accessibility with more than 30 languages available.

“Consumers are spending as much time streaming content on YouTube and other platforms as they are watching traditional TV. As the amount of content on YouTube continues to grow, marketers need sophisticated tech to keep pace. IAS’s ongoing innovation with YouTube and Google is continuously adapting to provide marketers with the tools they need to take control of brand safety and suitability and ensure their campaigns are productive,” said Lisa Utzschneider, CEO of IAS. 

Julie Kandel, senior partner and director of brand safety, North America at GroupM, also commented, “Advertisers require the ability to measure brand safety on platforms like YouTube without sacrificing premium placements or reach. Partnering with IAS enables us to access the power of granular classification to measure brand suitability for our clients and drive better campaign impact and control.”

IAS is certified for both ‘Brand Suitability and Contextual Targeting’ and ‘Brand Safety Reporting’ in the YouTube Measurement Program (YTMP). The YTMP was created to offer advertisers an array of trusted independent solutions for driving and measuring marketing performance on YouTube. 

Previously, IAS has also inked a partnership with Amazon Publisher Services (APS) to provide its Publisher Optimization solution in the latter’s marketplace.

Singapore – Integral Ad Science, the platform for digital media quality, has announced that its Publisher Optimization solution is now available within the Amazon Publisher Services (APS) Connections Marketplace.

APS is a suite of cloud services that helps publishers build, monetise, and grow their digital media business. IAS is now the first verification provider accessible within the APS Connections Marketplace – a services marketplace where publishers can activate multiple technology solutions with little or no new development work.

By leveraging their existing APS connection, publishers are able to easily discover and onboard new tech solutions with a streamlined adoption and integration process. Through IAS Publisher Optimization, publishers are given the capability to automatically optimise ad delivery down to the placement level for both direct and programmatic deals. 

“IAS’s presence within the Marketplace is an important step in addressing publishers’ needs to maximize inventory and increase revenue,” said Yannis Dosios, chief commercial officer of IAS. “We are excited to open the door for publishers on APS to work with us to improve efficiency and yield by delivering advertisers’ KPIs for brand safety, ad fraud, viewability, and contextual relevance.” 

IAS’ Publisher Optimization solution is now readily available in the APS Connections Marketplace.

Last November, IAS unveiled a new CMO through the appointment of ex-Spotify Khurrum Malik. In the role, Malik has been tasked to accelerate the market growth initiatives for the company and lead its global marketing strategy.

Singapore – Integral Ad Science, global solutions for digital media quality, has announced the addition of a post-bid brand safety and suitability measurement solution to its ongoing partnership with TikTok.

Through an integration with the IAB Tech Lab’s Open Measurement Software Development Kit (OM SDK), IAS provides advertisers campaign insights into brand safety and brand suitability aligned to Global Alliance for Responsible Media (GARM) standards on the TikTok platform in select markets. 

The new partnership allows brands and agencies to effectively monitor the quality of their media buys on TikTok, giving advertisers confidence that their media investments across TikTok are appearing next to content that is brand safe and suitable.

“We are excited to continue to grow our partnership with TikTok and provide valuable tools that allow brands to make the most of their pre-bid and post-bid campaigns,” said Lisa Utzschneider, CEO of IAS. 

Utzschneider added, “As one of the largest video platforms, offering a holistic solution for advertisers planning their digital ad campaigns with the platform is more important than ever.” 

IAS’ current TikTok brand safety solution provides comprehensive brand safety measurement and protection on TikTok for pre-bid ad placement in select markets.

The post-bid brand safety measurement offering will provide third-party measurement which gives advertisers campaign insights of the content ads appeared adjacent to. Powered by the OM SDK, which is owned and governed by IAB Tech Lab with IAS being a founding member, the OM SDK is designed to facilitate transparent third-party viewability and verification measurement for ads served to mobile apps and open web environments. 

Furthermore, it offers an industry-aligned safety and suitability measurement in line with Global Alliance for Responsible Media (GARM) categories and floor, which provides clear insights. It also promises a 100% artificial intelligence and machine learning brand safety technology, which combines video, audio, and text to accurately classify content on the feed at scale. 

“At TikTok, we strive to create the most trusted environment for brands, built on a foundation of safety, transparency and accountability. We’re thrilled to expand our partnership with IAS to offer both pre- and post-bid brand safety solutions to businesses of all sizes,” said Melissa Yang, head of ecosystem partnerships at TikTok. 

She added, “Bringing IAS on board as a global brand safety and suitability measurement partner will give our brands the confidence they need to ensure they are protecting their brand reputation.”

New York, USA – Integral Ad Science (IAS) and Anzu have recently announced a partnership to enable global brands and agencies to effectively monitor the quality of their in-game media investments in mobile gaming environments.

Through this collaboration, IAS provides advertisers with Invalid Traffic (IVT) measurement and reports on Viewability through the IAS Signal platform.

This strategic collaboration further delivers ad transparency into mobile gaming environments, continuing IAS’s progress related to in-game brand safety, suitability, IVT, and viewability measurement everywhere in the digital advertising ecosystem. 

Tom Sharma, chief product officer at IAS, said, “Gaming continues to emerge as a medium with broad appeal and growing reach. By partnering with Anzu, we now deliver in-game measurement and transparency for advertisers within gaming environments. This integration sets the platform for quality standards within ad-supported gaming and allows advertisers to better understand and control the quality of their media on Anzu.”

Meanwhile, Itamar Benedy, co-founder and CEO of Anzu, commented, “Anzu’s new partnership with IAS is the next step in standardising in-game viewability and performance in the mobile gaming industry, which is projected to reach $136 billion worldwide this year. This new partnership means advertisers can now get enhanced visibility into the effectiveness of their campaigns. This further strengthens the already robust metrics and reporting advertisers benefit from when running in-game ad campaigns with Anzu.”

Lastly, Joe Cady, EVP of advanced advertising and partnerships at NBCUniversal, commented, “This important measurement advancement will help accelerate advertisers’ ability to scale their in-game media investments by further demonstrating the high performance of the Anzu platform. We are excited to see Anzu and IAS partner to expand insights and streamline measurement operations for marketers as they evaluate their in-game media effectiveness.”

Singapore – Spotify and Integral Ad Science (IAS) today announced a new partnership to establish a third-party brand safety solution for podcast advertisers. 

The companies will embark on rigorous analysis to help the industry understand the tools and resources necessary to effectively deliver brand safety in podcasting and digital audio writ large. Ultimately, the firms intend to create the industry’s first third-party brand safety and suitability reporting tool to bring more transparency and confidence to podcast advertising. 

Global media agency UM Worldwide will be part of the learning and development process as the first holding company to test this solution, ensuring that the voice and needs of advertisers are considered from the outset.

Podcast ad spending has grown rapidly over the past few years alongside an influx of listening worldwide. In fact, podcast ad revenue surpassed $1 Billion in 2021 and is forecasted to almost triple to more than $4 Billion in 2024. As investment and innovation in podcast advertising have surged, so has the importance of ensuring suitability for advertisers. There are well-established brand safety guidelines and technology across the digital advertising ecosystem, most notably in the video; however, these do not yet exist in audio. Creating a third-party solution for this now mainstream medium is critical to maintaining advertiser confidence and continued media spending.

To solve this challenge, Spotify and IAS are embarking on a joint effort to better understand how to responsibly and effectively validate that advertiser messages are served in their intended context for podcasts. In the future, the results will be used to create a first-of-its-kind brand safety and suitability tool to aid in campaign planning, management, and reporting.

Spotify’s Global Head of Advertising Revenue Innovation, Julie Clark, said, “We are pleased to be partnering with IAS, one of the most trusted leaders in media to give advertisers confidence that their messages are heard in the right place while further validating the contextual targeting solutions we already have in the market.”

The solution will be powered by Spotify’s first-party data and verified by IAS’ independent analysis solutions based on the Global Alliance for Responsible Media’s categories and guidelines. Their initial efforts will focus on third-party content within the Spotify Audience Network.

Meanwhile, Yannis Dosios, global chief commercial officer at IAS, said, “Partnering with Spotify and UM to develop a podcast brand safety and suitability solution will be a transformational step for advertisers targeting the audio space.”

According to Dosios, podcasts are expected to reach more than 500 million listeners worldwide by 2024, and that this solution will offer advertisers more control and confidence that their messages will deeply resonate with their intended audiences.

UM Worldwide’s Global Chief Media Officer, Joshua Lowcock, commented, “Podcasts have hit the mainstream in a big way and our clients are ready to increase their investment in the space given the undeniable opportunity to connect with audiences; however, without a way to validate brand suitability across the depth and breadth of shows, they are hesitant to go all in,” said Joshua Lowcock, Global Chief Media Officer at UM Worldwide. “We’re pleased to see Spotify and IAS step up to create a brand safety solution and are ready to work with them during the building and testing phase to ensure advertisers’ needs are addressed from the start.”

Digital advertising allows marketers to target consumers more precisely with more personalised, relevant information, in real-time, on multiple devices, and on the go. Digital advertising’s highly personalised nature should make it more relevant to audiences, but brand risks, supply path murkiness, privacy concerns, and ad fraud create barriers. 

Advertisers are looking for more transparency around targeting customers online after the deprecation of cookies. I believe there will be even more demand for scalable and privacy-friendly attention metrics beyond viewability and clicks to provide more granular insights, engagement and outcomes. Brands are focused on driving outcomes and conversion from ad spending and they’re looking for more privacy compliant and scalable solutions. 

Optimising attention drives outcomes

Our research team analysed data to understand how our partners could leverage technology to capture more significant attention to understand correlations between quality, suitability, and time-in-view. The research uncovered that viewability and time in view have a medium correlation (intuitively makes sense). Moreover, when only looking at impressions on contextually relevant pages (i.e. Toyota ad on an automotive site), the correlation becomes more vital. The practical implication of insight like this is that you can drive greater attention by targeting higher viewability rates in programmatic prebid targeting and utilising contextual targeting solutions.

For example, when we analysed the automotive vertical, we saw that when the context was relevant and optimised for viewability, there was an 8.3-second increase in time-in-view for every 10% increase in viewability rates. This was 2.4x higher than in a non-optimized context. 

Here’s a preview of what we discovered:

  • Time-in-view increases as viewability and brand safety increase
  • 57% increase in conversions for viewable and brand-safe impressions compared to non-viewable and not safe
  • 171% increase in conversions for impressions with time-in-view greater than 15 seconds

Creative, contextual, and privacy-compliant advertising 

It is essential to consider how relevant the ads are to the consumers to drive greater attention. It’s human nature to engage with information that we find interesting — whether that’s through engaging in creative or contextual relevance.

IAS research showed a 40% lift in memory of a particular ad when contextually aligned. Brands can harness the dual power of contextual targeting and high-quality placements to drive greater brand engagement. It’s also vital to acknowledge that placing ads beside low-quality content can have significant consequences, including a high risk of damaging brand reputation. To ensure online ads drive the right attention and outcome, aligning with suitable contexts must be a top priority.

As our industry prepares for a cookieless future and increasingly moves away from third party audience targeting, advertisers have a significant opportunity to be intentional with contextual tools. While many brands will focus on building and investing and first-party and second-party data, marketers will start blending this expensive and highly targeted approach with scalable advertising that can be achieved via environments that are contextually relevant, using contextual as a proxy for third party audiences.

Ultimately, a shift to contextual advertising is also good news for the industry because it aligns with the preferences of privacy-conscious consumers while achieving the brand’s goals for engagement.

This article was written by Laura Quigley, SVP for APAC at IAS.

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.

Singapore – Global digital ad verification company Integral Ad Science (IAS) has expanded its partnership with short-video sharing platform TikTok to add new services, which will allow IAS to measure viewability, invalid traffic (IVT), and app-level brand safety, allowing brands and agencies globally to effectively monitor the quality of their media buys on TikTok’s platform.

Through this, IAS will now be providing advertisers with trusted, third-party measurement powered by the Open Measurement Software Development Kit (OM SDK), giving marketers ultimate transparency and confidence around campaign performance. Governed by the IAB with IAS being a founding member, the OM SDK is designed to facilitate transparent third-party viewability and verification measurement for ads served to mobile apps and open web environments. 

Moreover, the offering will be providing granular reporting with 24/7 access to the IAS Signal UI, allowing advertisers to take action and stay informed on campaigns. By partnering with IAS, marketers will now have access to an increasingly comprehensive set of solutions to manage their advertising campaigns on TikTok.

Lisa Utzschneider, IAS’ CEO, commented that they are excited to offer marketers an increasingly comprehensive set of IAS Media Quality Solutions to manage their advertising campaigns on TikTok.

“It is more important than ever for marketers to engage with users on social platforms and ensure that their ads appear next to brand safe & suitable content on a global scale. We are thrilled to deliver a holistic solution on TikTok and provide new levels of transparency and precision for these campaigns,” said Utzschneider.

Meanwhile, Melissa Yang, TikTok’s head of ecosystem partnerships, shared that they are thrilled to build on their partnership with IAS and introduce new solutions that give brands the confidence to scale their businesses and audiences on TikTok.

“Through this expansion, brands and advertisers around the world will have access to IAS viewability measurement to monitor the quality of their campaigns on our platform. We’re excited to see how this will usher in new levels of transparency and success for our clients,” said Yang.