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Tag: Lisa Utzschneider

  • 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.

  • 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 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 collaborates with Microsoft Advertising to provide third-party measurement for advertisers

    IAS collaborates with Microsoft Advertising to provide third-party measurement for advertisers

    Mumbai: Integral Ad Science (Nasdaq: IAS), a leading global media measurement and optimization platform, today announced it is expanding its collaboration with Microsoft Advertising to provide post-bid third-party brand safety and suitability, viewability, and invalid traffic measurement across Microsoft’s advertiser solutions, including the Microsoft Advertising Platform and Microsoft Invest, which means for the first time, advertisers can benefit from verification reporting on Microsoft’s proprietary audience data, including in-market audiences.

    This expanded collaboration will provide advertisers with deeper insights into how they can drive engagement with verified users and run adjacent to brand safe and suitable content through IAS Signal, allowing customers to verify media quality via IAS’s metrics using its unified view of their global campaigns.

    “With this first-to-market collaboration, IAS and Microsoft Advertising are driving greater value for our mutual advertising customers, bringing actionable data through independent verification that delivers real outcomes for advertisers,” said IAS CEO Lisa Utzschneider. “Using IAS’s differentiated data, advertisers can have confidence they are driving results, reaching real people, and protecting their brand equity to maximize campaign performance.”

    Advertisers can now leverage IAS’s powerful measurement solutions to determine the impact of their native, video, display and CTV campaigns across the Microsoft Advertising ecosystem, which includes all Microsoft owned and operated inventory and direct partnerships.

    Via the Microsoft Advertising Platform, an easy-to-use online advertising platform, businesses of all sizes can tap into Audience ads, such as display, native, and video across Microsoft owned and operated sites like MSN, Outlook, Bing, Microsoft 365, and Microsoft Casual Games, as well as trusted third-party publishers like The New York Times, Wall Street Journal, Buzzfeed, and more. Audience ads make it easy to reach your ideal audience in beautiful placements across the web using Microsoft AI.

    Via Microsoft Invest, an enterprise-level, omnichannel DSP, advertisers can access expansive and exclusive CTV publisher supply to reach audiences and drive business results on all screens programmatically. With an integrated platform advantage and a focus on data-driven performance, Microsoft Invest offers flexible ways to transact through outcome-based buying, programmatic guaranteed, and market-leading deal curation capabilities.

    Additionally, with Microsoft’s proprietary audiences now available in Microsoft Invest, advertisers can reach over 1 billion users programmatically, including millions they may not be reaching anywhere else, tapping into the power of search intent signals and rich user profiles from unique data sources to improve the performance of their campaigns.

    “We’re pleased to extend our collaboration with IAS to include new measurement capabilities for our customers. IAS’s technology brings new levels of insights to Microsoft’s audiences across the Microsoft Advertising ecosystem to build on and enhance our offering, as well as reaffirm our long-term commitment to protecting advertisers’ investments and brand,” said Microsoft Advertising corporate vice president Kya Sainsbury-Carter.

    In 2020, IAS was selected to be the first platform-wide partner to provide brand safety across the Microsoft Advertising Network, exclusively providing pre-bid brand safety for native ads across desktop and mobile web.

  • 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.

  • IAS integrates with Roblox for 3D immersive measurement

    IAS integrates with Roblox for 3D immersive measurement

    Mumbai: Integral Ad Science (Nasdaq: IAS), a global media measurement and optimization platform, announced a first-to-market integration with Roblox, a global immersive platform for connection and communication. Available for advertising campaigns on Roblox later this year, IAS’s Viewability and Invalid Traffic (IVT) Measurement products will provide advertisers increased transparency into the quality of their Immersive Ads within complex 3D environments.

    Roblox, which has more than 71.5 million daily users as of Q4 2023, announced today its video ads are now available to all advertisers, enabling them to reach its community of users ages 13 and over at scale. With video ads, brands don’t need to build custom 3D content and can use their existing video creatives for ad campaigns on Roblox. The new video ad format joins the broader suite of Roblox’s Immersive Ads offerings that include other formats — for example, billboard-style image ads. Advertisers will be able to confidently reach their audience across immersive environments on Roblox with IAS’s 3D in-experience Viewability and IVT Measurement with reporting available through the IAS Signal platform.  

    “IAS is dedicated to supporting advertisers wherever they are, and that includes providing unique, effective ad measurement solutions across emerging mediums such as immersive 3D

    environments,” said IAS, CEO Lisa Utzschneider. “Our partnership with Roblox makes us the first measurement provider to bring enhanced visibility and transparency to the world of 3D immersive experiences on Roblox, giving advertisers the assurance they need that their ads are driving engagement and reaching real users.”

    IAS is launching new features and functionality for advertisers across Roblox later this year, including:

    1  Global 3D in-experience measurement coverage with advanced Viewability and Invalid Traffic metrics to give advertisers greater context on the performance of campaigns for a holistic view of media buys.

    2  Integration with Immersive Ads on Roblox, including image and video ad formats on mobile web and in-app.

    3  Trusted, third-party daily reporting through IAS Signal, the company’s unified reporting platform delivering data and insights advertisers need to easily manage their digital campaigns, with key metrics including Viewability, Time-in-View, Percent Completed, Invalid Traffic Rate, and more.

    “This partnership will help us develop industry-leading measurement tools to establish and maintain trust with our advertising partners,” said Allison McDuffee, global head of brand insights and measurement at Roblox. “We are committed to building measurement solutions alongside innovation in 3D immersive spaces together with partners like IAS.”

    In the recent study Converting Gamers to Consumers, IAS found that 69 per cent of gamers are open to non-disruptive in-game ads. This latest partnership with Roblox is another demonstration of IAS’s commitment to emerging mediums where advertisers are looking to engage with consumers. 

  • IAS integrates with Roblox for 3D immersive measurement

    IAS integrates with Roblox for 3D immersive measurement

    Mumbai: Integral Ad Science (Nasdaq: IAS), a global media measurement and optimization platform, announced a first-to-market integration with Roblox, a global immersive platform for connection and communication. Available for advertising campaigns on Roblox later this year, IAS’s Viewability and Invalid Traffic (IVT) Measurement products will provide advertisers increased transparency into the quality of their Immersive Ads within complex 3D environments.

    Roblox, which has more than 71.5 million daily users as of Q4 2023, announced today its video ads are now available to all advertisers, enabling them to reach its community of users ages 13 and over at scale. With video ads, brands don’t need to build custom 3D content and can use their existing video creatives for ad campaigns on Roblox. The new video ad format joins the broader suite of Roblox’s Immersive Ads offerings that include other formats — for example, billboard-style image ads. Advertisers will be able to confidently reach their audience across immersive environments on Roblox with IAS’s 3D in-experience Viewability and IVT Measurement with reporting available through the IAS Signal platform.  

    “IAS is dedicated to supporting advertisers wherever they are, and that includes providing unique, effective ad measurement solutions across emerging mediums such as immersive 3D

    environments,” said IAS, CEO Lisa Utzschneider. “Our partnership with Roblox makes us the first measurement provider to bring enhanced visibility and transparency to the world of 3D immersive experiences on Roblox, giving advertisers the assurance they need that their ads are driving engagement and reaching real users.”

    IAS is launching new features and functionality for advertisers across Roblox later this year, including:

    1  Global 3D in-experience measurement coverage with advanced Viewability and Invalid Traffic metrics to give advertisers greater context on the performance of campaigns for a holistic view of media buys.

    2  Integration with Immersive Ads on Roblox, including image and video ad formats on mobile web and in-app.

    3  Trusted, third-party daily reporting through IAS Signal, the company’s unified reporting platform delivering data and insights advertisers need to easily manage their digital campaigns, with key metrics including Viewability, Time-in-View, Percent Completed, Invalid Traffic Rate, and more.

    “This partnership will help us develop industry-leading measurement tools to establish and maintain trust with our advertising partners,” said Allison McDuffee, global head of brand insights and measurement at Roblox. “We are committed to building measurement solutions alongside innovation in 3D immersive spaces together with partners like IAS.”

    In the recent study Converting Gamers to Consumers, IAS found that 69 per cent of gamers are open to non-disruptive in-game ads. This latest partnership with Roblox is another demonstration of IAS’s commitment to emerging mediums where advertisers are looking to engage with consumers. 

  • 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.

  • IAS expands AI-driven brand safety and suitability measurement to Meta

    IAS expands AI-driven brand safety and suitability measurement to Meta

    Mumbai: Integral Ad Science (Nasdaq: IAS), a leading global media measurement and optimisation platform, today announced that its AI-driven total media quality (TMQ) brand safety and suitability measurement product is now generally available across Facebook and Instagram feed and reels.

    IAS’s new post-bid brand safety and suitability measurement expansion with Meta gives advertisers increased transparency into whether their campaigns are appearing next to safe and suitable content.

    “IAS is steadfast in delivering solutions to help marketers measure and optimise performance in dynamic, user-generated social environments like Facebook and Instagram,” said IAS CEO Lisa Utzschneider. “This expansion allows brands to identify higher-quality media and scale across these platforms, signifying another important milestone in helping brands enhance brand equity across the entire digital ecosystem.”

    Advertisers can now gain access to:

    1.    AI-driven classification: IAS measures adjacent posts to an advertiser’s campaign using its Multimedia Technology to provide unique insight into video content through frame-by-frame analysis of images, audio, and text to provide the most accurate measurement at scale.

    2.    Trust and transparency: The measurement framework is aligned to the Global Alliance for Responsible Media (GARM), providing advertisers with third-party validation with trusted and transparent industry metrics.

    3.    Third-party validation: Advertisers can understand how their Meta inventory filters are performing for their campaign goals and optimise as needed.

    “IAS’s release of Brand Safety and Suitability Measurement across Facebook and Instagram is a meaningful step forward in our continued work to provide transparency and trust across our advertising ecosystem,” said Meta VP client council and industry trades Samantha Stetson. “Responsible marketing is a top priority at Meta – and we are pleased with our continued partnership to bring this important solution to our advertisers.”

    Advertisers can leverage IAS Signal, its unified reporting platform that delivers the data and insights advertisers need to easily manage their digital campaigns.

    “One of the most important things for us as an advertiser is maintaining the gold standard of brand suitability, and IAS plays a key role in protecting our advertisements from being placed in environments where it’s not safe or doesn’t align to our company values,” said Verizon VP of digital marketing Karyn Johnson. “It’s great to see IAS implementing this additional third-party measurement so we can use their tools to ensure we can reach those objectives across all platforms.”

    IAS and Meta’s partnership began in 2016 when IAS launched viewability verification on Facebook. In 2017, IAS expanded its viewability measurement and reporting across Facebook, Instagram, and Facebook’s Audience Network. From 2019, IAS brought its brand suitability offering to Facebook. In 2023, it expanded its measurement capabilities with Meta including Viewability and invalid traffic (IVT) measurement across Facebook and Instagram Reels.