{"id":297207,"date":"2016-11-30T05:00:00","date_gmt":"2016-11-30T05:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/adexchanger-scott-knoll-ad-quality-revolution-still-unfolding\/"},"modified":"2023-07-12T13:06:21","modified_gmt":"2023-07-12T13:06:21","slug":"adexchanger-scott-knoll-ad-quality-revolution-still-unfolding","status":"publish","type":"post","link":"https:\/\/integralads.com\/apac\/insider\/adexchanger-scott-knoll-ad-quality-revolution-still-unfolding\/","title":{"rendered":"The ad quality revolution is still unfolding"},"content":{"rendered":"

Our CEO, Scott Knoll, discusses viewability, measurement, and more on\u00a0AdExchanger Talks<\/em>, a podcast focused on data-driven marketing. Listen to the full podcast\u00a0here<\/a>.<\/p>\n

————–<\/p>\n

Scott Knoll was named CEO of Integral Ad Science five years ago, when ad verification mostly served to ameliorate brand safety concerns. Then the twin terrors of fraud and viewability came along and recast the programmatic marketplace in terms of quality.<\/p>\n

In this new reality, IAS and brethren like Moat were well positioned to help brands understand which ads were seen and for how long.<\/p>\n

In this episode of AdExchanger Talks, Knoll suggests this ability to track duration of exposure across media placements<\/em> represents a new direction for the company.<\/p>\n

“We know which consumers viewed ads and how long they viewed ads for,” he said. “And if we are attached to the end result [such as] an offline sale, we can start tying length of exposure to result. Typically we’re the only ones who know this and we see everywhere an ad is served.”<\/p>\n

In other words, IAS has an opportunity to evolve its straightforward measurement approach into a more holistic attribution and optimization approach.<\/p>\n

<\/span>Asked about financials, Knoll notes IAS is profitable and will do more than $100 million in software-based revenue 2016 \u2013 metrics that could make it a solid IPO contender. Will it join the tiny ranks of hot ad tech stocks in 2017 (a group that arguably includes only The Trade Desk and Criteo)?<\/p>\n

“Certainly it’s something we’re considering,” he said. “We’re putting in place the right people. Whether we go public or not, we’re focusing on being a company that could.”<\/p>\n

Also in this wide-ranging discussion: the state of fraud detection, the small club of certified viewability vendors and Knoll’s answer to a common buy-side gripe.<\/span><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Our CEO, Scott Knoll, discusses viewability, measurement, and more on AdExchanger Talks, a podcast focused on data-driven marketing.<\/p>\n","protected":false},"author":1,"featured_media":297208,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[222,218,227],"tags":[],"class_list":["post-297207","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ad-fraud-apac","category-insights-apac","category-viewability-apac"],"acf":[],"yoast_head":"\nThe ad quality revolution is still unfolding - Integral Ad Science<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/apac\/insider\/adexchanger-scott-knoll-ad-quality-revolution-still-unfolding\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The ad quality revolution is still unfolding\" \/>\n<meta property=\"og:description\" content=\"Our CEO, Scott Knoll, discusses viewability, measurement, and more on AdExchanger Talks, a podcast focused on data-driven marketing.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/apac\/insider\/adexchanger-scott-knoll-ad-quality-revolution-still-unfolding\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2016-11-30T05:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-07-12T13:06:21+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/ad_quality_revolution_still_unfolding-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"760\" \/>\n\t<meta property=\"og:image:height\" content=\"760\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"IAS TEAM\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@integralads\" \/>\n<meta name=\"twitter:site\" content=\"@integralads\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"IAS TEAM\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/integralads.com\/apac\/insider\/adexchanger-scott-knoll-ad-quality-revolution-still-unfolding\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/integralads.com\/apac\/insider\/adexchanger-scott-knoll-ad-quality-revolution-still-unfolding\/\"},\"author\":{\"name\":\"IAS TEAM\",\"@id\":\"https:\/\/integralads.com\/#\/schema\/person\/dbee79df007713b5bab3127e3f349399\"},\"headline\":\"The ad quality revolution is still unfolding\",\"datePublished\":\"2016-11-30T05:00:00+00:00\",\"dateModified\":\"2023-07-12T13:06:21+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/integralads.com\/apac\/insider\/adexchanger-scott-knoll-ad-quality-revolution-still-unfolding\/\"},\"wordCount\":299,\"publisher\":{\"@id\":\"https:\/\/integralads.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/integralads.com\/apac\/insider\/adexchanger-scott-knoll-ad-quality-revolution-still-unfolding\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/ad_quality_revolution_still_unfolding-1.jpg\",\"articleSection\":[\"Ad Fraud\",\"Insights\",\"Viewability\"],\"inLanguage\":\"en-APAC\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/integralads.com\/apac\/insider\/adexchanger-scott-knoll-ad-quality-revolution-still-unfolding\/\",\"url\":\"https:\/\/integralads.com\/apac\/insider\/adexchanger-scott-knoll-ad-quality-revolution-still-unfolding\/\",\"name\":\"The ad quality revolution is still unfolding - Integral Ad Science\",\"isPartOf\":{\"@id\":\"https:\/\/integralads.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/integralads.com\/apac\/insider\/adexchanger-scott-knoll-ad-quality-revolution-still-unfolding\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/integralads.com\/apac\/insider\/adexchanger-scott-knoll-ad-quality-revolution-still-unfolding\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/ad_quality_revolution_still_unfolding-1.jpg\",\"datePublished\":\"2016-11-30T05:00:00+00:00\",\"dateModified\":\"2023-07-12T13:06:21+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/integralads.com\/apac\/insider\/adexchanger-scott-knoll-ad-quality-revolution-still-unfolding\/#breadcrumb\"},\"inLanguage\":\"en-APAC\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/integralads.com\/apac\/insider\/adexchanger-scott-knoll-ad-quality-revolution-still-unfolding\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-APAC\",\"@id\":\"https:\/\/integralads.com\/apac\/insider\/adexchanger-scott-knoll-ad-quality-revolution-still-unfolding\/#primaryimage\",\"url\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/ad_quality_revolution_still_unfolding-1.jpg\",\"contentUrl\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/ad_quality_revolution_still_unfolding-1.jpg\",\"width\":760,\"height\":760},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/integralads.com\/apac\/insider\/adexchanger-scott-knoll-ad-quality-revolution-still-unfolding\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/integralads.com\/apac\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"The ad quality revolution is still unfolding\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/integralads.com\/#website\",\"url\":\"https:\/\/integralads.com\/\",\"name\":\"Integral Ad Science\",\"description\":\"The Hidden Cost of MFA Webinar\",\"publisher\":{\"@id\":\"https:\/\/integralads.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/integralads.com\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-APAC\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/integralads.com\/#organization\",\"name\":\"Integral Ad Science\",\"url\":\"https:\/\/integralads.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-APAC\",\"@id\":\"https:\/\/integralads.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/10\/IAS_Square-Logo-600x600-1.png\",\"contentUrl\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/10\/IAS_Square-Logo-600x600-1.png\",\"width\":600,\"height\":600,\"caption\":\"Integral Ad Science\"},\"image\":{\"@id\":\"https:\/\/integralads.com\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/x.com\/integralads\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/integralads.com\/#\/schema\/person\/dbee79df007713b5bab3127e3f349399\",\"name\":\"IAS TEAM\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-APAC\",\"@id\":\"https:\/\/integralads.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/255e04bda9c08f76d15834db86e6d973bed5d92c701c65e4e3781e74f8b79551?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/255e04bda9c08f76d15834db86e6d973bed5d92c701c65e4e3781e74f8b79551?s=96&d=mm&r=g\",\"caption\":\"IAS TEAM\"},\"description\":\"Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.\",\"sameAs\":[\"https:\/\/integralads.com\"],\"jobTitle\":\"TEST\",\"url\":\"https:\/\/integralads.com\/apac\/insider\/author\/ias2023\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"The ad quality revolution is still unfolding - Integral Ad Science","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/integralads.com\/apac\/insider\/adexchanger-scott-knoll-ad-quality-revolution-still-unfolding\/","og_locale":"en_US","og_type":"article","og_title":"The ad quality revolution is still unfolding","og_description":"Our CEO, Scott Knoll, discusses viewability, measurement, and more on AdExchanger Talks, a podcast focused on data-driven marketing.","og_url":"https:\/\/integralads.com\/apac\/insider\/adexchanger-scott-knoll-ad-quality-revolution-still-unfolding\/","og_site_name":"Integral Ad Science","article_published_time":"2016-11-30T05:00:00+00:00","article_modified_time":"2023-07-12T13:06:21+00:00","og_image":[{"width":760,"height":760,"url":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/ad_quality_revolution_still_unfolding-1.jpg","type":"image\/jpeg"}],"author":"IAS TEAM","twitter_card":"summary_large_image","twitter_creator":"@integralads","twitter_site":"@integralads","twitter_misc":{"Written by":"IAS TEAM","Est. reading time":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/integralads.com\/apac\/insider\/adexchanger-scott-knoll-ad-quality-revolution-still-unfolding\/#article","isPartOf":{"@id":"https:\/\/integralads.com\/apac\/insider\/adexchanger-scott-knoll-ad-quality-revolution-still-unfolding\/"},"author":{"name":"IAS TEAM","@id":"https:\/\/integralads.com\/#\/schema\/person\/dbee79df007713b5bab3127e3f349399"},"headline":"The ad quality revolution is still unfolding","datePublished":"2016-11-30T05:00:00+00:00","dateModified":"2023-07-12T13:06:21+00:00","mainEntityOfPage":{"@id":"https:\/\/integralads.com\/apac\/insider\/adexchanger-scott-knoll-ad-quality-revolution-still-unfolding\/"},"wordCount":299,"publisher":{"@id":"https:\/\/integralads.com\/#organization"},"image":{"@id":"https:\/\/integralads.com\/apac\/insider\/adexchanger-scott-knoll-ad-quality-revolution-still-unfolding\/#primaryimage"},"thumbnailUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/ad_quality_revolution_still_unfolding-1.jpg","articleSection":["Ad Fraud","Insights","Viewability"],"inLanguage":"en-APAC"},{"@type":"WebPage","@id":"https:\/\/integralads.com\/apac\/insider\/adexchanger-scott-knoll-ad-quality-revolution-still-unfolding\/","url":"https:\/\/integralads.com\/apac\/insider\/adexchanger-scott-knoll-ad-quality-revolution-still-unfolding\/","name":"The ad quality revolution is still unfolding - Integral Ad Science","isPartOf":{"@id":"https:\/\/integralads.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/integralads.com\/apac\/insider\/adexchanger-scott-knoll-ad-quality-revolution-still-unfolding\/#primaryimage"},"image":{"@id":"https:\/\/integralads.com\/apac\/insider\/adexchanger-scott-knoll-ad-quality-revolution-still-unfolding\/#primaryimage"},"thumbnailUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/ad_quality_revolution_still_unfolding-1.jpg","datePublished":"2016-11-30T05:00:00+00:00","dateModified":"2023-07-12T13:06:21+00:00","breadcrumb":{"@id":"https:\/\/integralads.com\/apac\/insider\/adexchanger-scott-knoll-ad-quality-revolution-still-unfolding\/#breadcrumb"},"inLanguage":"en-APAC","potentialAction":[{"@type":"ReadAction","target":["https:\/\/integralads.com\/apac\/insider\/adexchanger-scott-knoll-ad-quality-revolution-still-unfolding\/"]}]},{"@type":"ImageObject","inLanguage":"en-APAC","@id":"https:\/\/integralads.com\/apac\/insider\/adexchanger-scott-knoll-ad-quality-revolution-still-unfolding\/#primaryimage","url":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/ad_quality_revolution_still_unfolding-1.jpg","contentUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/ad_quality_revolution_still_unfolding-1.jpg","width":760,"height":760},{"@type":"BreadcrumbList","@id":"https:\/\/integralads.com\/apac\/insider\/adexchanger-scott-knoll-ad-quality-revolution-still-unfolding\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/integralads.com\/apac\/"},{"@type":"ListItem","position":2,"name":"The ad quality revolution is still unfolding"}]},{"@type":"WebSite","@id":"https:\/\/integralads.com\/#website","url":"https:\/\/integralads.com\/","name":"Integral Ad Science","description":"The Hidden Cost of MFA Webinar","publisher":{"@id":"https:\/\/integralads.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/integralads.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-APAC"},{"@type":"Organization","@id":"https:\/\/integralads.com\/#organization","name":"Integral Ad Science","url":"https:\/\/integralads.com\/","logo":{"@type":"ImageObject","inLanguage":"en-APAC","@id":"https:\/\/integralads.com\/#\/schema\/logo\/image\/","url":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/10\/IAS_Square-Logo-600x600-1.png","contentUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/10\/IAS_Square-Logo-600x600-1.png","width":600,"height":600,"caption":"Integral Ad Science"},"image":{"@id":"https:\/\/integralads.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/x.com\/integralads"]},{"@type":"Person","@id":"https:\/\/integralads.com\/#\/schema\/person\/dbee79df007713b5bab3127e3f349399","name":"IAS TEAM","image":{"@type":"ImageObject","inLanguage":"en-APAC","@id":"https:\/\/integralads.com\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/255e04bda9c08f76d15834db86e6d973bed5d92c701c65e4e3781e74f8b79551?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/255e04bda9c08f76d15834db86e6d973bed5d92c701c65e4e3781e74f8b79551?s=96&d=mm&r=g","caption":"IAS TEAM"},"description":"Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.","sameAs":["https:\/\/integralads.com"],"jobTitle":"TEST","url":"https:\/\/integralads.com\/apac\/insider\/author\/ias2023\/"}]}},"_links":{"self":[{"href":"https:\/\/integralads.com\/apac\/wp-json\/wp\/v2\/posts\/297207","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/integralads.com\/apac\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/integralads.com\/apac\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/integralads.com\/apac\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/integralads.com\/apac\/wp-json\/wp\/v2\/comments?post=297207"}],"version-history":[{"count":0,"href":"https:\/\/integralads.com\/apac\/wp-json\/wp\/v2\/posts\/297207\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/integralads.com\/apac\/wp-json\/wp\/v2\/media\/297208"}],"wp:attachment":[{"href":"https:\/\/integralads.com\/apac\/wp-json\/wp\/v2\/media?parent=297207"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/integralads.com\/apac\/wp-json\/wp\/v2\/categories?post=297207"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/integralads.com\/apac\/wp-json\/wp\/v2\/tags?post=297207"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}