IAS enhances video offering with innovative blocking tag
September 5, 2018, New York, New York — Advertisers now have access to a critical tool for protecting video advertising and spend across devices. Integral Ad Science (IAS) has expanded their video capabilities with a new tag that builds upon IAS blocking technology for desktop and mobile web.
This is another IAS solution that eliminates wasted spend, as advertisers are not charged ad serving or media fees for a blocked impression. The solution gives IAS clients additional sophisticated protection from ad fraud and risky content in video advertising, regardless of the ad server used.
Global online video spend will reach nearly $30 billion this year, according to a WARC global ad trends report. Advertisers need the ability to block videos that don’t meet their brand safety needs, ensure their ads are seen by humans, and protect budget from being stolen by fraudsters. The most recent IAS Media Quality Report found that advertisers and agencies who worked to proactively protect their video campaigns from fraud saw more than a 5.5% reduction in waste, compared to those who used no ad fraud prevention technology.
“As advertiser budgets have significantly shifted to video, they need comprehensive solutions that protect them globally across channels and formats,” said David Hahn, Chief Strategy Officer, IAS. “Our mission at IAS is to protect our clients everywhere, and a sophisticated video blocking solution is critical to that. We look forward to bringing continued advancements to market throughout the remainder of the year.”
Digitas is one of many IAS clients eager to leverage this tag-based blocking solution.
“We are excited that IAS blocking technology is now extended to video for our clients using DoubleClick Campaign Manager (DCM) as their ad server,” said Steven Bithell, Associate Director, Media Technology, Digitas. “Brand safety is top of mind for our clients and this allows us to protect our ad investments from not only risky content but also fraudulent users.”
This solution is available now to all IAS customers, building upon the robust video integrations IAS has in place with leading buy-side and sell-side ad servers. The new blocking offering gives IAS clients an additional method to protect their video investments with ease.
Integral Ad Science (IAS) is a global technology company that empowers stakeholders in the advertising ecosystem to safely grow the world’s leading brands. Using our ad intelligence, advertisers and publishers can protect their digital investments and maximize every impression to capture consumer attention on a global scale. Founded in 2009, IAS is headquartered in New York with global operations in 13 countries. Our growth and innovation have been recognized in the Inc. 5000, Crain’s Fast 50, Forbes America’s Most Promising Companies, and I-COM’s Smart Data Marketing Technology Company. Learn more at www.integralads.com.
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