IAS Launches First-To-Market Mobile In-App Solution for Programmatic Brand Safety
The Trade Desk, DoubleClick Bid Manager, Oath, Viant’s Adelphic, AppNexus, and MediaMath Integrate IAS to Increase Mobile In-App Transparency
Leading ad tech platform for measurement and analytics, Integral Ad Science (IAS), has announced the availability of first-to-market technology that allows programmatic buyers to target mobile in-app inventory. Now, in-app advertisers can leverage 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.
IAS Brings Additional RTB Optimization to Mobile In-App Advertisers
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 the effectiveness and also identify areas of additional optimization.
At the time of this announcement, David Hahn, CSO of Integral Ad Science, said, “Programmatic offers advertisers powerful opportunities to make the most of their digital dollars and, for many years, buyers have been able to easily optimize those opportunities across web-based campaigns with IAS data.”
David added, “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.”
According to a recent eMarketer report, eight in 10 US mobile digital display ads are traded programmatically, an amount that will rise to 85.2% by 2019. However, the advantages of programmatic can only be fully realized when traders are armed with the ability to protect brands in digital environments and optimize 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 fulfilling the final business goals.
Traders Could Exceed Viewability Goals with Better Ad Fraud Prevention and Viewability Targeting with Mobile In-App Solution
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 customized 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.
David Danziger, Vice President of Enterprise Partnerships at The Trade Desk, said, “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.”
David added, “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 optimize their campaigns,” said Yael Avidan, SVP Product at Adelphic.
Yael mentioned, “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.”
Currently, Integral Ad Science (IAS) is branded as a global measurement and analytics company that builds verification, optimization, and analytics solutions to empower the advertising industry to invest with confidence and activate consumers everywhere, on every device.
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