IAS launches first-to-market mobile in-app solution to protect brands in programmatic environments
LONDON, March 14, 2018 – Integral Ad Science (IAS), the measurement and analytics company that empowers the advertising industry, today announced the availability of first-to-market technology that allows programmatic buyers to target mobile in-app inventory that is brand safe, fraud-free, and expected to meet a given viewability goal. Through key integrations with top programmatic platforms, IAS is increasing transparency to a channel that has become increasingly attractive to advertisers.
Eight in 10 US mobile digital display ads are traded programmatically, an amount that will rise to 85.2% by 2019 [eMarketer]. However, the advantages of programmatic can only be fully realised when traders are armed with the ability to protect brands in digital environments and optimise towards quality inventory – brand safe, fraud-free, and viewable. Until now, there have not been controls in place to address these key areas when advertising on mobile apps. The ability to target environments that are not only aligned with their brand values but also provide opportunities to be viewable to real consumers, is critical to fulfill final business goals.
IAS’s mobile in-app pre-bid segments have solved for that for the first time. Their technology allows traders to define the content categories they need to be protected against based on customised risk thresholds, and then only target the apps that meet those brand safety expectations. Additionally, with ad fraud prevention and viewability targeting, traders can ensure bids are not wasted on fraud, and find the apps that will meet or exceed their viewability goals. The Trade Desk, DoubleClick Bid Manager, Oath, Viant’s Adelphic, AppNexus, and MediaMath will integrate IAS’s targeting data to provide targeting that generates immediate impact and maximizes the ability to reach and engage in-app audiences. Additionally, the proof comes at added value – IAS provides real-time reporting to demonstrate effectiveness and also identify areas of additional optimisation.
“Programmatic offers advertisers powerful opportunities to make the most of their digital dollars and, for many years, buyers have been able to easily optimise those opportunities across web-based campaigns with IAS data,” said David Hahn, CSO of Integral Ad Science. “Now, by offering mobile in-app segments to our customers, we’ve extended that flexibility and control to drive more of their automated buys, and keep up with the momentum in the marketplace towards in-app advertising.”
“Deepening our partnership with IAS for new pre-bid segments gives advertisers on our platform the data needed to ensure they are bidding on high quality mobile in-app opportunities,” said David Danziger, Vice President of Enterprise Partnerships at The Trade Desk. “In-app mobile environments are becoming an increasingly effective place to reach consumers, and we’re excited to work together to elevate the mobile in-app buying experience for our customers.”
“As mobile increasingly becomes a focus of advertisers, it’s important that we provide them with the transparency and targeting that they need to best optimise their campaigns,” said Yael Avidan, SVP Product at Adelphic. “Adelphic is constantly evolving and integrating best in breed technologies to its self-service platform. By partnering with IAS we are able to provide pre-bid in-app brand safety, ad fraud, and viewability targeting in RTB in-app environments for the first time.”
Integral Ad Science (IAS) is a global measurement and analytics company that builds verification, optimisation, and analytics solutions to empower the advertising industry to invest with confidence and activate consumers everywhere, on every device.We solve the most pressing problems for brands, agencies, publishers, and technology companies by verifying that every impression has the opportunity to be effective, and optimising towards those opportunities to consistently improve results. Built on data science and engineering, IAS is headquartered in New York with global operations in thirteen countries. Learn more at www.iasbckup13june.wpengine.com/uk.
About The Trade Desk™
The Trade Desk (Nasdaq:TTD) is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize more expressive data-driven digital advertising campaigns across ad formats, including display, video, audio, native and, social, on a multitude of devices, such as computers, mobile devices, and connected TV. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across the United States, Europe, and Asia. To learn more, visit thetradedesk.com or follow us on Facebook, Twitter, and LinkedIn.
Adelphic, a Viant Company, is a leading people-based cross-channel demand-side platform. Adelphic provides an enterprise-ready self-service software solution for agencies, brands and other large media buyers to make meaningful engagements with consumers across all devices and formats. The company’s platform is fully RTB-enabled and delivers global scale through access to all leading inventory providers. Adelphic’s technology overcomes the limitations of user identification across all digital devices, yielding rich, nuanced portraits of real people, instead of cookies. Adelphic is owned by Viant, a subsidiary of Meredith Corporation. For more information, visit www.adelphic.com.
MediaMath’s technology and services help brands and their agencies drive business outcomes through programmatic marketing. We believe that good advertising is customer-centric, delivering relevant and meaningful marketing experiences across channels, formats and devices. Powered by advanced machine learning algorithms that buy, optimize and report in real time, our platform gives sophisticated marketers access to first-, second- and third-party data and trillions of digital impressions across every media channel. Clients are supported by solutions and services experts that make it simple to activate our technology. Since launching the first Demand Side Platform (DSP) in 2007, MediaMath has grown to a global company of nearly 700 employees in 15 locations in every region of the world. MediaMath’s clients include all major holding companies and operating agencies as well as leading brands across top verticals. In 2017, MediaMath was recognized by Forrester as a Leader in the Data Management Platform category, and as the Leader in the Demand Side Platform category. For more information on MediaMath, please visit http://www.mediamath.com.