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Tag: Integral Ad Science

  • Snap and IAS team up to make ads crystal clear

    Snap and IAS team up to make ads crystal clear

    MUMBAI: Snap and Integral Ad Science (IAS) are taking transparency to a new level, giving advertisers something worth snapping about. The duo has expanded their measurement partnership to cover every corner of Snapchat, including the app’s most intimate space, the chat feed.

    The move means advertisers can now measure viewability and invalid traffic (IVT) for sponsored snaps and chat feed ads, ensuring their campaigns reach real users in brand-safe environments. With this update, IAS now offers full coverage across all Snapchat ad formats and devices, from stories to AR lenses.

    “Advertisers want to reach Snapchatters through authentic, measurable campaigns,” said Snap Inc global director, Ad partnerships group Fintan Gillespie. “With Sponsored Snaps, we’re giving brands even more ways to connect, while ensuring trusted third-party verification through IAS.”

    IAS CEO Lisa Utzschneider added, “We’re committed to giving advertisers transparency wherever they spend. Expanding our partnership with Snapchat shows our shared focus on verification, brand protection and campaign performance.”

    IAS’ total media quality solution for Snap gives brands access to advanced metrics like Time-in-View, IVT rates, and brand suitability reports, all powered by machine learning that analyses image, audio and text frame by frame.

    Since joining forces in 2018, IAS and Snap have steadily widened their measurement suite, from viewability and invalid traffic tracking to brand safety and attention measurement. This latest update cements their collaboration as a gold standard for accountable, engaging advertising in the social space.

     

  • Ad green: IAS and Good-Loop take carbon out of the digital equation

    Ad green: IAS and Good-Loop take carbon out of the digital equation

    MUMBAI: Less hot air, more clean air. That’s the promise as Integral Ad Science (IAS) teams up with Good-Loop to help advertisers track and shrink their digital carbon footprint, without the added cost.

    Fresh from the launch of the ‘Global media sustainability framework’ at Cannes, IAS has now rolled out advanced emissions measurement across every ad impression on the open internet. The move means advertisers can monitor, manage, and meaningfully reduce the environmental impact of their digital campaigns, all while still ticking the usual boxes for viewability, fraud prevention, and brand safety.

    Good-Loop, a B corp on a mission to make advertising climate-friendly, has already been powering IAS’s emissions measurement for three years. The collaboration now goes mainstream, offering advertisers across the globe a chance to see exactly how green, or not, their media buying really is.

    Good-Loop’s Founder & CEO, Amy Williams put it plainly “We now know, in no uncertain terms, the environmental impact that media buying has, and it’s time to take this information into the mainstream, to change our industry for the better.”

    IAS, CEO, Lisa Utzschneider added: “Sustainability in advertising requires more than promises, it needs accountability. Every impression we measure will now come with data on its carbon impact.”

    With new carbon legislation around the corner and sustainability pledges stacking up, the move sets a precedent: carbon counts as much as clicks. And as the industry warms to greener metrics, IAS and Good-Loop’s initiative could help cool things down for the planet.

  • MilliporeSigma partners with IAS to drive strong programmatic outcomes

    MilliporeSigma partners with IAS to drive strong programmatic outcomes

    MUMBAI: Integral Ad Science (IAS) has launched an insightful case study in collaboration with MilliporeSigma, the life science business of Merck KGaA, Darmstadt, Germany. The study aimed to demonstrate the effectiveness of IAS’s Total Visibility solution in driving quality path optimisation (QPO) for MilliporeSigma by unlocking premium-quality media, maximising performance, and lowering costs in near real time across programmatic buys.

    MilliporeSigma sought to optimise media quality metrics, including brand safety and viewability, to achieve superior campaign outcomes. However, a lack of transparency into where the impressions were served posed a significant challenge in making informed decisions and driving campaign effectiveness.

    By leveraging IAS’s post-bid media measurement and its Total Visibility  solution, MilliporeSigma achieved holistic financial transparency across its programmatic supply path. It pinpoints exactly where dollars were going and how much of it was being lost to fraud, unsafe brand environments, and unviewable inventory. Through continuous optimisation of domains and placements, MilliporeSigma strategically redirected investments toward high-performing signals, enhanced brand safety, and reduced low-quality impressions, all while aligning with evolving benchmarks and standards.

    The campaign launched in May 2024 across channels including desktop, display, tablet, video, and phone:

    Results:

       53 per cent improvement in Quality Impressions

       59 per cent improvement in Viewability

    Quality Impressions

    After the campaign ended, we noted a significant improvement in viewability, traffic quality, and cost-effectiveness. Merck Group, paid media lead, digital marketing, Saurav Kumar said, “ I’d like to extend sincere thanks to IAS for their exceptional support and collaboration in helping MilliporeSigma to improve the viewability rate from 50 per cent to an impressive 75 per cent, surpassing the global benchmark. Using Total Visibility  has been a game changer that helped increase the Quality Impressions by a massive 53 per cent.  This achievement results from IAS’s proactive insights, continuous optimisation recommendations, and a seamless partnership throughout the process. The team’s responsiveness and strategic guidance were key in reaching this milestone. We truly appreciate the commitment to excellence and look forward to continuing this successful collaboration”.

    “As programmatic adoption accelerates, brands that prioritise high-quality, viewable, and brand-safe environments along the supply chain are poised to stand out. It brings greater transparency, efficiency, and control to their media buys, while reducing waste and safeguarding brand equity. The IAS and MilliporeSigma collaboration showcases how advanced measurement solutions significantly enhances media performance and deliver meaningful outcomes,” said IAS country manager of India, Saurabh Khattar. 

  • IAS does the maths right with Alpana Wegner as new CFO

    IAS does the maths right with Alpana Wegner as new CFO

    MUMBAI: Integral Ad Science is crunching the numbers for a new chapter bringing seasoned financial powerhouse Alpana Wegner on board as chief financial officer, effective 10 June 2025. The move adds a strategic edge to IAS’s leadership team, as Wegner steps in to lead the global finance function and report directly to CEO Lisa Utzschneider. She replaces Jill Putman, who has served as Interim CFO since January and will now continue as an independent member of the IAS Board.

    Utzschneider welcomed the new appointment with confidence: “Alpana is a versatile and results-driven leader with deep financial and operational expertise. From M&A to FP&A, she’s done it all at public companies, no less.”

    And indeed, Wegner’s calculator comes with credentials. With over 25 years of financial leadership experience, she most recently served as CFO at Secureworks, where she built a high-performing finance team and helped steer the company through a strategic transformation before its sale. Prior to that, she was the CFO at Benefitfocus and held senior finance roles at cloud tech firm Blackbaud.

    “IAS represents an exciting opportunity to join an industry leader enabling global brands and publishers to drive superior outcomes,” said Wegner, who holds a B.S. in Accounting from Arizona State University. “I’m all in on scaling operations, sharpening profitability, and unlocking IAS’s full growth potential.”

    Her appointment comes at a time when IAS is sharpening its focus on media measurement and ROI optimisation areas where Wegner’s financial acumen is expected to make a tangible impact. With a steady hand on the financial tiller and a sharp eye on long-term value creation, Wegner looks set to add more than just numbers to the IAS playbook she’s bringing the formula for smart growth.

  • IAS launches Curation with Google Ad Manager for brand-suitable inventory

    IAS launches Curation with Google Ad Manager for brand-suitable inventory

    Mumbai: Integral Ad Science (IAS) has introduced IAS Curation in partnership with Google Ad Manager, providing programmatic buyers a deal-based approach to curate inventory directly at the source. This solution is designed to meet advertiser benchmarks for context, brand safety, and viewability, helping drive performance at scale.

    IAS Curation enables advertisers to apply avoidance and contextual targeting strategies across Google Ad Manager, consolidating bids on high-quality inventory and targeting relevant content efficiently. Using predictive science, IAS pre-screens and categorizes pages, allowing brands to identify suitable inventory and avoid undesirable content.

    “Brand suitability and contextual relevance are top priorities for programmatic buyers who are looking to avoid wasting ad spend on poor quality inventory such as MFA or ad clutter,” said IAS chief product officer Srishti Gupta. “IAS Curation gives programmatic buyers on Google Ad Manager a way to elevate their supply strategy and efficiently maximize returns on their media investments through AI-driven optimisation.”

    IAS Curation for Google Ad Manager provides global advertisers with:

    1   Customisable inventory: Advertisers running programmatic campaigns can now incorporate IAS enrichment to tailor supply before it reaches their buying platform.

    2   Precision targeting: IAS’s natural language processing-powered contextual classification enables advertisers to target only relevant, quality content so advertisers can avoid content their brand does not align with.

    3   Quality inventory: With contextual avoidance, brand safety & suitability, and MFA filtration available before it reaches a bidder, advertisers can reduce waste and maximise ROI using AI-driven measurement & optimisation.

    The launch of IAS Curation with Google Ad Manager expands IAS’s ongoing collaboration with Google. In June 2024, IAS extended its brand safety and suitability measurement for YouTube to include reporting for Performance Max and Demand Gen campaigns on Google Ads. In 2023, IAS made its Total Media Quality (TMQ) brand safety and suitability measurement available for YouTube Shorts, providing advertisers broader coverage for brand safety.

  • IAS strengthens leadership with key appointments

    IAS strengthens leadership with key appointments

    Mumbai: Integral Ad Science, a global media measurement and optimization platform, has announced the appointment of Marc Grabowski as chief operating officer (COO) and Srishti Gupta as chief product Officer (CPO), effective 16 September 2024.

    Grabowski, previously the global vice president of Oracle Advertising, will oversee the company’s global commercial organization prioritizing customer success, business strategy, and company commercial operations. Gupta, former chief product officer at Rokt, will lead the company’s product strategy, product development, and go-to-market initiatives. Grabowski and Gupta will report directly to IAS CEO Lisa Utzschneider.

    “We are delighted to welcome Marc and Srishti to IAS as they will enhance our senior leadership team, strengthen our customer-first approach, and advance our product development to meet the future needs of our customers and partners,” said IAS CEO Lisa Utzschneider. “Marc and Srishti have a shared focus on innovation and agility which is essential in our fast-paced and dynamic industry. We look forward to their contributions as we continue to enable our customers to maximize performance while safeguarding and scaling their digital media investments.”

    Grabowski brings extensive leadership and experience across the demand and supply sides of the advertising industry. He joins IAS from Oracle Advertising where he led Oracle’s global go-to-market organization for Oracle’s Advertising products, including Moat, Datalogix, BlueKai, and Grapeshot. Previously, Grabowski served as executive vice president of global supply & business development at Criteo; held the CEO role at Persio, a B2B mobile marketing platform that was later acquired by Clutch.com; and spent nearly a decade at Yahoo! in various sales roles.

    “IAS’s focus on data integrity and its trusted AI-backed technology, along with the company’s capabilities in social media, the open web, Connected TV (CTV), and other emerging channels makes this an exciting opportunity,” said Grabowski. “I’m excited to offer my experience in strategy and execution to IAS’s strong bench of talent to drive superior results for our customers and partners.”

    Gupta is a seasoned executive and visionary product leader, with a track record of delivering growth in both B2B and B2C products across various advertising channels, including CTV. Most recently, she served as chief product officer at Rokt, an e-commerce technology company, where she was responsible for delivering a highly relevant and performant experience across billions of e-commerce transactions. Before joining Rokt, Gupta was the director of ads measurement at Amazon where she spearheaded the creation of cross-channel measurement products. Earlier, she held the role of president and general manager for IRI’s digital and media solutions.

    “As marketers look to maximize return on their digital ad investments across channels, IAS has continued to innovate with high velocity and flexibility,” said Gupta. “I look forward to building on this strong foundation, driving customer value through industry-leading products, and furthering IAS’s mission of delivering trust and transparency in digital media quality.”

  • IAS introduces mobile in-app support for unified media quality and eye-tracking

    IAS introduces mobile in-app support for unified media quality and eye-tracking

    Mumbai: Integral Ad Science (Nasdaq: IAS), a global media measurement and optimisation platform, announced the expansion of its Quality Attention measurement product, adding support for mobile in-app environments. Quality Attention is the first measurement product to unify media quality and eye tracking with machine learning to deliver proven results.

    This enhancement to Quality Attention continues IAS’s commitment to providing advertisers with expanded coverage across additional channels and formats. In addition to expanded environment support, the Quality Attention model has improved the accuracy of the correlation between attention scores and outcomes. IAS’s attention model is designed to predict if an impression is more likely to lead to a business result including awareness, consideration, and conversion.  

    According to eMarketer, apps are predicted to reach a dominant 82 per cent share of the anticipated $200B in mobile ad spend this year. Advertisers now have access to an attention measurement product that will drive superior results across their mobile in-app campaigns and protect their growing investments in mobile. In the recent IAS report, Taking Action on Attention: Volume II, when comparing business results between low and high attention scores, higher attention impressions experienced success rates (e.g. conversions) that were twice as high as those with low attention.

    “It’s essential for attention measurement to drive outcomes and campaign performance for advertisers,” said  Integral Ad Science CMO Khurrum Malik. “The latest enhancements to our purpose-built Quality Attention offering are expected to provide advertisers with more granular signals and expanded coverage across the channels and formats that are most important to them.”

    Quality Attention provides global advertisers with:

    ●    Expanded Coverage and Metrics: Measurement across mobile in-app environments and new metrics including the number of ads that paused, resumed, skipped and started a video ad, in addition to volume change and sub-metrics of volume change.

    ●    An Advanced Machine Learning Model: A singular view of campaigns’ attention performance, trained based on a pool of data consisting of billions of impressions and millions of conversion events.

    ●    Proven Performance and Brand Results: Up to a 130% lift in conversion rates when comparing high attention impressions to low attention impressions, with greater attention scores seeing 91 per cent higher brand consideration and 166 per cent higher purchase intent.

    ●    Unification of Media Quality with Human Attention: IAS is the first company to combine one of the world’s largest consumer attention biometric data sets with media quality metrics to provide the most accurate picture of attention for global advertisers.

    With Quality Attention, advertisers can capture higher attention to drive campaign performance and unlock proven results. Quality Attention uses advanced machine learning technology, actionable data from Lumen Research’s eye-tracking technology, and a variety of signals obtained as part of IAS’s core technology, including viewability, ad situation, and user interaction, and weighs them into a single attention score.

    “The latest enhancements to IAS’s Quality Attention offering are a step forward in creating a more accurate picture of attention for advertisers,” said Mike Follett, CEO at Lumen Research. “We were excited to combine our cutting-edge eye-tracking data with IAS’s attention model and now advertisers have access to even more granular information across the in-app environment.”

    In January 2024, IAS announced the general availability of its Quality Attention measurement product – the first to unify media quality and eye tracking with machine learning. The offering provides transparent metrics to help global advertisers increase return on investment, drive brand consideration, and boost conversions. 

  • IAS launches Election Lab

    IAS launches Election Lab

    Mumbai: Integral Ad Science (Nasdaq: IAS), a leading global media measurement and optimisation platform, has announced the launch of the IAS Election Lab. Led by IAS research and insights, data science, and brand safety specialists, the IAS Election Lab aims to provide strategic guidance and actionable insights for advertisers during the global election season.

    “As election season intensifies, marketers must be increasingly mindful of the content that they run adjacent to, which could range from misinformation to undesirable subject matter that may not be brand safe or suitable,” said IAS CEO Lisa Utzschneider. “The IAS Election Lab is committed to using the power of data science to help brands navigate the risks and opportunities that the elections will bring and provide actionable insights to ensure marketers can focus on performance.”

    The IAS Election Lab’s tentpole research addresses marketers’ concerns as we enter the election season, including how to avoid misinformation and controversial content around Super Tuesday and other political events, while continuing to effectively reach engaged audiences and maintain brand reputation.

    Highlights from the IAS Election Lab research include:

    1   News-related misinformation appears to rise in conjunction with high-profile news events. This year, traffic peaked two days before Super Tuesday, marking a threefold increase compared to the Q1 volume rate.

    2   Ads adjacent to risky political party content had a 66 per cent lower success rate and a 29 per cent higher, or $0.82 increase, in cost per conversion. Similarly, ads adjacent to news-related misinformation had a 53 per cent lower success rate and an eight per cent higher, or $0.23 increase, in cost per conversion.

    3   After tracking the volume of negative sentiment political party impression traffic throughout Q1 2024, the IAS Election Lab found that traffic spiked in tandem with salient political events — including Super Tuesday.

    4   During the 2020 presidential election, IAS observed that more than three in four consumers believed online advertising would play an important role in determining the outcome of the election.

    For a step-by-step guide on how to safeguard and scale your brand in an election year, download your copy of the IAS Political Guide, and explore our IAS Election Lab for more insights.

  • TrustArc awards IAS with its new responsible AI certification

    TrustArc awards IAS with its new responsible AI certification

    Mumbai: Integral Ad Science (NASDAQ: IAS) a leading global media measurement and optimization platform, has announced that it is one of the first companies to receive TrustArc’s recently launched TRUSTe Responsible AI Certification, demonstrating alignment with the highest standards of AI governance.

    The certification, which was launched in March of 2024, is the first AI certification focused explicitly on data protection and privacy and based on an evaluation of the AI system practices of organizations against TrustArc’s Responsible AI Assessment Criteria.

    “As an early adopter of TrustArc’s Responsible AI Certification, IAS is committed to leading the way in demonstrating transparency, security and fairness in the development and deployment of our AI systems,” said IAS chief compliance officer Kevin Alvero. “We’re excited to partner once again with TrustArc on this important initiative, and we will continue to model trust and transparency across our products and services.”

    TRUSTe’s Responsible AI Certification Assessment Criteria are based upon the leading AI global governance frameworks, including the EU AI Act, OECD AI Principles, NIST AI Risk Management Framework, ISO 42001, and others while being designed to ensure AI is valid and reliable, explainable and interpretable, accountable and transparent, privacy-enhanced, fair, safe and secure and resilient.

    “As the power and potential of AI systems increase rapidly, so too does the need for companies that are committed to taking a transparent, ethical approach to innovation in this space,” said TrustArc CEO Jason Wesbecher. “We congratulate Integral Ad Science for demonstrating that commitment by becoming one of the first companies to achieve our Responsible AI Certification.”

  • IAS expands brand safety and suitability measurement to include reporting on misinformation

    IAS expands brand safety and suitability measurement to include reporting on misinformation

    Mumbai: Integral Ad Science (Nasdaq: IAS), a leading global media measurement and optimization platform, has announced the expansion of its brand safety and suitability measurement product to now include the global alliance for responsible media (GARM) category of misinformation across Facebook and Instagram feed and reels.

    Facebook and Instagram already prohibit ads from running alongside content that’s been labelled as misinformation by its third-party fact-checkers or that violates its policies. However, advertisers often want more control over the topics of posts and content that their ads run alongside. IAS’s tools already allow advertisers to assess if their ads are running alongside potentially unsuitable content as defined by the global alliance for responsible media (GARM) framework. Now, advertisers will be able to review when their ads run alongside content on the subject of misinformation.

    IAS’s AI-driven total media quality (TMQ) product includes brand safety and suitability measurement technology that combines image, audio, and text signals with comprehensive frame-by-frame video analysis to classify content accurately in the feed, at scale. TMQ provides further reassurance that advertisers’ campaigns are running adjacent to brand-suitable content.

    “We’re excited to evolve our TMQ solution to include the GARM category of misinformation which gives marketers more control over their brands’ reputations, especially ahead of this year’s U.S. elections,” said IAS CEO Lisa Utzschneider. “We are constantly innovating and building on our partnerships with the world’s largest platforms like Meta, providing added confidence for our customers while ensuring they are driving superior results through IAS’s data and technology.”

    Meta has a comprehensive policy and approach to misinformation — removing misinformation where it is likely to directly contribute to the risk of imminent physical harm and partnering with the world’s largest network of third-party fact-checkers to label and reduce the distribution of other forms of misinformation. Ads won’t appear next to content that’s been identified as misinformation, or any content that violates Meta’s policies. Instead, IAS measures if ads have appeared next to content that discusses or has to do with the GARM-aligned category of misinformation.

    IAS classifies content according to the GARM Brand Safety and Suitability Framework and provides reporting to advertisers for them to tailor suitability settings on Meta. Content-level reporting provided by IAS allows advertisers to get a full, accurate picture of the subject matter and content their ads are running adjacent to, and adjust their campaigns based on their own desired risk profiles.

    IAS is also launching new features and functionality for advertisers across Facebook and Instagram feed and reels:

       Expanded content-level transparency: IAS Signal, the company’s unified reporting platform delivering data and insights advertisers need to easily manage their digital campaigns, now provides enhanced content-level reporting, aligned to the GARM framework, for all eligible content running adjacent to an advertisers’ ad on Facebook and Instagram Feed and Reels.

       Simplified user experience: Advertisers can now access easy-to-use visuals to understand how campaigns are performing across the GARM framework, allowing advertisers to validate or adjust their suitability controls as needed.

       Enhanced reporting features: IAS Signal now allows advertisers to visually track brand safety and suitability performance over time, providing a clear view of the effectiveness of strategy adjustments. This capability ensures advertisers can pinpoint the impact of their changes, optimizing brand alignment and campaign results with precision.

    In February, IAS announced the availability of its AI-driven total media quality (TMQ) brand safety and suitability measurement across Facebook and Instagram feeds and reels in partnership with Meta to offer advertisers coverage for advanced, industry-leading measurement.