Hong Kong – Hong Kong’s magazine publisher SCMP Magazines has integrated global digital adtech Integral Ad Science’s (IAS) Publisher Optimisation Solution, aimed at delivering quality impressions for its advertisers.
By activating the IAS Publisher Optimisation solution, SCMP Magazines aims to directly improve its ad inventory’s viewability and match its advertisers’ brand risk threshold by avoiding risky content. The partnership entails measurement and optimisation toward low IVT rates in real-time to ensuring its traffic is worth the investment and to reduce the redundancies of manual campaign optimisations.
Jennifer Tsang, SCMP Magazines’ VP of digital, shared that their goal has always been to uphold high standards of MRC viewability and brand safety for advertiser campaigns running on Cosmopolitan, Harper’s BAZAAR, ELLE, and Esquire Hong Kong websites.
“IAS’ Publisher Optimisation Solutions allows us to do so effectively through intelligent ad inventory management and optimisation,” said Tsang.
Meanwhile, Laura Quigley, IAS’ SVP for APAC, said that their Publisher Optimisation solution seamlessly integrates publishers’ ad servers and powers inventory to automatically optimise ad delivery down to the placement level for direct and programmatic deals.
“We’re very excited to partner with SCMP magazines to help advertisers ensure that they continue to invest in digital safely and efficiently,” added Quigley.