Tag: Integral Ad Science

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 (IAS) has announced the expansion of its existing partnership with global tech company Meta. Through the expanded partnership, IAS will be rolling out its ad measurement tools for Facebook and Instagram Reels.

This now means that Reels advertisers will now have transparency into the performance of their ad campaigns. The adtech company has previously provided advertisers with measurement tools that include viewability and invalid traffic for placements across Facebook and Instagram.

The IAS and Meta partnership first began in 2016.

Yannis Dosios, chief commercial officer at IAS, said, “Facebook and Instagram Reels are enormously popular with advertisers, and based on the success of the existing partnership between Meta and IAS, we are pleased to broaden our work together and provide this deeper level of transparency for Reels ads.”

He added, “With more than 140 billion Reels played daily, smart marketers have already been placing advertisements on Reels and now they have even more measurement insights into which of their ads are being seen and driving results.”

Recently, IAS announced the expansion of its existing partnership with TikTok, which will bring its ‘Total Media Quality’ brand safety and suitability measurement product to advertisers in 23 new markets.

Singapore – Integral Ad Science (IAS) has announced the release of ‘Quality Attention’, its post-bid measurement product, in Singapore Through this product, marketers can achieve impact from their promotional efforts by utilising it, giving them access to IAS’s database of more than 280 billion daily digital interactions and thorough attention research.

IAS developed an approach that utilises attention as an indicator for assessing a commercial’s allure to consumers and its potential for delivering outcomes like sales, conversions, and brand impact. Viewability, ad density, and user interaction are some of the signals from IAS’s main products that are incorporated into ‘Quality Attention’. For it to promote decisive outcomes, these signals are weighted to create a comprehensive attention score and three sub-scores for visibility, situation, and interaction. 

It can also predict whether an impression is likely to attract attention and produce excellent advertising results through analysing four key media signals. 

By utilising these signals with the IAS scoring system, marketers are able to acquire useful insights into attention metrics, identify interesting possibilities to improve messaging executions during creative development, and assess how well programmatic partners are doing at gaining more attention. 

IAS is also working with partners in the market, such as Lumen, to improve the assessment of effective attention.

Yannis Dosios, chief commercial officer at Integral Ad Science, said, “Harnessing attention is pivotal to executing a successful advertising campaign. But not all attention products are created equal. IAS has created a research-backed model on attention based on outcomes and three key media signals, including visibility, situation, and interaction that can predict if an impression is likely to lead to attention and results. We have developed a comprehensive attention product based on data, research, and testing, designed to deliver meaningful results for marketers.”

Singapore – Integral Ad Science (IAS) has announced that it is expanding its partnership with social media platform TikTok, bringing its ‘Total Media Quality’ brand safety and suitability measurement product to advertisers in 23 new markets.

This will be available in the Asia-Pacific markets of Indonesia, Japan, Malaysia, New Zealand, Philippines, Taiwan, Thailand, and Vietnam.

This expansion further cements IAS’s deep partnership with TikTok and adds to the seven countries where brand safety and suitability measurement went live in October 2022. IAS’s comprehensive coverage reflects the ever-growing popularity of TikTok worldwide and the demand from marketers to have the most actionable data to deliver the biggest return on their advertising spend.

IAS’s ‘Total Media Quality’ for TikTok uses artificial intelligence (AI) to provide unique insight into video content through frame-by-frame analysis of images, audio, and text, and can even interpret semantics. This granularity gives marketers the ability to effectively monitor the quality of their media buys on TikTok, providing confidence that their ads are appearing next to content that is brand safe and suitable.

Lisa Utzschneider, CEO at IAS, said, “IAS’s Total Media Quality for TikTok is powered by advanced AI-driven technology that analyzes video content with extraordinary depth, giving advertisers unmatched insights to run the most effective advertising campaigns.”

She added, “This expanded partnership with TikTok is a strong vote of confidence that advertisers around the world rely on IAS to deliver powerful results.”

Meanwhile, Chen-Lin Lee, global head of measurement and data partnerships at TikTok, commented, “TikTok is committed to building a safe environment where communities can express themselves and be entertained. We are excited to expand our partnership with IAS and offer brands around the world best-in-class reporting to ensure video-level transparency in dozens of languages and countries. We look forward to continued collaboration in providing transparency and confidence in TikTok’s ability to present brand messages in safe and suitable environments.”

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 – Global leader in digital media quality Integral Ad Science (IAS) has announced its first-to-market partnership with in-game advertising platform Gadsme.

With the partnership, IAS will help verify Gadsme’s ad inventory globally. It will also provide marketers with third-party viewability and invalid traffic measurement (IVT) through the IAS Signal platform.

IAS’ solution will be enabling marketers to validate that impressions are fraud-free, verify that their campaigns reach real people, and equip them with important campaign insights. These media quality measurements are reported through the IAS Signal platform, including mobile and web browsing campaigns.

Tom Sharma, chief product officer of IAS, shared his excitement over the partnership that will further develop campaign measurability and performance in gaming environments.

“This partnership creates a new level of transparency for marketers and will ensure confidence that they are engaging real users and driving outcomes,” he added. 

Simon Spaull, chief revenue officer and co-founder at Gadsme, also commented, “This announcement further solidifies Gadsme as a transformative tech leader for the gaming ad industry specifically in 3D environments. Gadsme’s non-intrusive video, display, and audio ad formats enable publishers to monetize their games without interrupting a player’s experience.”

He also added that the solution is advantageous to global brands and helps advertisers reach their target audience in a safe and ideal environment. 

IAS has also previously partnered with in-game advertising platform Anzu to provide media measurement for in-game ads.

Singapore – Integral Ad Science (IAS) has appointed Khurrum Malik, the former head of global business marketing at Spotify, as its new chief marketing officer. In his new role, Malik will accelerate the market growth initiatives for IAS and lead its global marketing strategy.

During his previous stint at Spotify, he led the business marketing, creative, product marketing, measurement, and analytics teams within Spotify’s advertising business. He was also previously the CMO of Compass, a real estate technology platform, and was head of product marketing at Meta.

Speaking on his new role, he said, “IAS has set the global benchmark for trust and transparency in digital media quality. I look forward to working with the entire IAS team to ensure global marketers, publishers, and media platforms understand how best to leverage our technology and insights to activate brand-safe and ROI-driven campaigns.”

Meanwhile, Yannis Dosios, chief commercial officer at IAS, commented, “Khurrum’s impressive background and passion for technology and marketing will be instrumental to driving our go-to-market strategies and increasing awareness of our value proposition. We are excited for him to lead the marketing effort for IAS.”

Malik’s appointment comes a month after Integral Ad Science was tapped by streaming giant Netflix–alongside DoubleVerify–to verify the viewability and traffic validity of their ads starting in Q1 2023.

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.”

Singapore – Global digital ad verification company Integral Ad Science (IAS) has elevated Megan Reichelt, former head of programmatic for APAC at IAS, to be its new country manager for SEA.

In her new role, Reichelt will be actively working with brands, agencies, publishers, and technology partners to increase digital media quality and programmatic growth across SEA. She will also be developing sales strategies to best support current clients while building new partnerships with key stakeholders to help them go beyond verification and make every ad impression count. 

Reichelt joined IAS in June 2021 as strategic partnerships manager, and within a short span was promoted to APAC head of programmatic business. With programmatic sales and marketing experience across Australia and Singapore, she brings strong expertise in business development, sales strategy, and scaling local market programs. Before joining IAS, she was the marketing lead for Accor hotels, working on digital advertising and content strategies.

Commenting on her appointment, Reichelt said, “Southeast Asia’s digital media market is evolving quickly, and I look forward to working with marketers and publishers to tap into IAS’ solutions that can help drive efficiency and return on their investments in new ways.”

Meanwhile, Laura Quigley, SVP for APAC at IAS, noted that with their continued investment and growth plans in Southeast Asia, they have rapidly expanded their team across multiple functions in Singapore, and she is thrilled to have Reichelt provide operational excellence, team management, and sales leadership in the region.

“She has already been very successful in her programmatic lead role with strong track records of building strategic partnerships across these markets and growing business within the ad tech space. I am confident she will successfully guide the teams and help clients improve their digital spending outcomes,” said Quigley.

In July 2022, 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.

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.”