Starcom deepens brand safety and viewability capabilities with Integral Ad Science partnership
Starcom UK makes it more accessible to measure viewability and brand safety metrics for paid social campaigns with Integral Ad Science
London, UK – 8 July 2020 : Starcom, the human experience company, has today announced the expansion of its partnership with global leader in digital ad verification, Integral Ad Science (IAS), to improve the measurement of paid social campaigns. IAS provides detailed insights into viewability and ad exposure duration, which will help Starcom improve brand safety, as well as ad fraud, within digital advertising. IAS will help Starcom enhance its paid social proposition, introducing new measurement solutions to provide better recommendations for optimal media exposure.
The aim is to deliver a better return by developing an even deeper understanding of how insightful metrics can improve performance campaigns.
Paul Kasamias, Managing Partner – Performance, Starcom UK, said: “With the media industry committed to ensuring brands aren’t paying for unseen ads, viewability and viewable duration have become highly debated topics. As part of this commitment, we are expanding our work with Integral Ad Science to improve our viewability capability and give clients the best possible digital advertising measurement.”
IAS social measurement offering will be available to all clients through the agency, and will help to strengthen the transparency of paid social campaigns. This offering is in addition to further measurement solutions that provide business-outcome and performance-focused metrics.
Nick Morley, Managing Director, EMEA Integral Ad Science, said: “In collaboration with Starcom, we are looking forward to seeing how clients use IAS verification to continue to raise the bar for viewability standards, brand safety efforts and the reduction of ad fraud across the digital advertising ecosystem. Our partnership will bring greater transparency into social channels and provide actionable insights to help drive business outcomes.”
Due to varying viewability for social formats and platforms, more testing is required to build a greater understanding of what impact viewability has on social media buying and business results. IAS measurement capabilities help us to understand where impact is occurring in social media.
About Starcom UK:
Starcom is the Human Experience Company. A world-renowned media communications agency, we believe the alchemy of people and technology creates experiences people love, and actions brands need. With more than 5,000 employees worldwide, Starcom partners with the world’s leading marketers and new establishment brands, including Fiat Chrysler Automobiles, Kraft Heinz, P&G, Puig, Samsung, Visa, Lidl and more. Starcom is part of Publicis Media, one of four solution hubs within Publicis Groupe, and has offices within Publicis One.
About Integral Ad Science:
Integral Ad Science (IAS) is the global leader in digital ad verification, offering technologies that drive high-quality advertising media. IAS equips advertisers and publishers with both the insight and technology to protect their advertising investments from fraud and unsafe environments as well as to capture consumer attention, and drive business outcomes. Founded in 2009, IAS is headquartered in New York with global operations in 18 offices across 13 countries. IAS is part of the Vista Equity Partners portfolio of software companies. For more on how IAS is powering great impressions for top publishers and advertisers around the world, visit integralads.com