IAS has partnered with Google to integrate its solutions into Display & Video 360 and Campaign Manager.
Consumers are more likely to engage with advertising that is adjacent to content that aligns with a campaign’s message or a brand’s values. Knowing that brand campaigns are running alongside trusted and relevant content is key for every marketer.
For years, customers have been leveraging IAS pre-bid segments within Google Display & Video 360 for ad fraud protection, viewability optimisation, and brand safety protection. Now available within Display & Video 360, Context Control allows marketers to optimise their campaigns to meet performance goals and they will also benefit from automated 3rd party verification.
Efficiency is key
In a competitive marketplace, brands rely on ad inventory that optimises their brand safety and brand suitability strategies. IAS studies prove that connecting with consumers in relevant environments lead to increased ad impressions and brand recognition.
Marketers already know they want to access relevant environments to connect with consumers as efficiently as possible. The true obstacle was finding out how to do it.
Context and sentiment matters
IAS solutions are now integrated into Google’s Display & Video 360 (DV360) and Campaign Manager. With the addition of IAS contextual segments for content avoidance, marketers are now able to proactively filter out content that doesn’t align with a brand’s suitability standards.
With IAS’s new pre-bid filtering option, available within Display & Video 360, brands can feel more confident knowing their message will land in suitable environments. These segments utilise IAS’s unique semantic technology to assess the context, sentiment, and emotion at the page level. As a result, advertisers using IAS pre-bid technology within Display & Video 360 have the opportunity to control their brand’s ad adjacencies without sacrificing scale.
More control for more confident buys
To enable safe ad adjacencies, the latest IAS and Display & Video 360 integration should be activated in conjunction with pre-bid brand safety filtering. With the power of semantic technology, IAS pre-screens and categorises pages for suitability with unprecedented precision, at scale. Now available within Display & Video 360, Context Control provides advertisers with over 100 industry-specific and topical segments for content avoidance.
No more re-wrapping or re-trafficking
The IAS Automated Tag solution is a proven time-saver for Campaign Manager users launching new campaigns with IAS verification. Advertisers who use Campaign Manager and run campaigns through Display & Video 360 will also benefit from automated 3rd party verification.
When activated, placements served through Campaign Manager will automatically append IAS verification, as well as sync to Display & Video 360 as wrapped creatives, reducing the time required to get campaigns live. Advertisers will be able to easily switch between monitoring and blocking as well as enable or disable IAS verification tags without re-wrapping and re-trafficking.
All in one place
In addition, advertisers will be able to see the number of impressions blocked by IAS, directly in Campaign Manager reporting. Access to this information in one place gives advertisers the power to strategise and meet their campaign goals.
Advertisers want to feel confident that their message will be delivered in high-quality environments without missing valuable opportunities. Now, marketers can focus on what’s really important: improving campaign performance and reaching the right consumers.
Want to learn more? Download the Context Control one sheet for Display & Video 360 here and the Automated Tag one-sheet below.