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Tag: Yannis Dosios

  • IAS accelerates APAC expansion with multiple market launches & senior appointments

    IAS accelerates APAC expansion with multiple market launches & senior appointments

    Mumbai: Integral Ad Science, a leading global media measurement and optimisation platform, has announced business expansion in four key APAC markets- Hong Kong, Taiwan, Thailand and Vietnam along with senior leadership appointments to accelerate AI-driven measurement and optimisation solutions for both local and global advertisers and publishers.

    “APAC presents a prime opportunity for IAS to expand its global footprint and connect with a dynamic customer base for long-term growth and market leadership,” said chief commercial officer Yannis Dosios. “We’re doubling down on agility and local relevance by building strong, regional teams that understand the nuances of each market, which is key to tailoring our solutions and creating lasting relationships with international and local brands in the region.”

    Appointments include Sowarose Charuwatpaiboon as the country head of Thailand, Thanh Nguyen as the country head of Vietnam, Melvin Wong as the region head of Hong Kong & Taiwan and Arfitrianto Zulnaini, sales director of Indonesia, who will be stepping up as the country head of Indonesia and Malaysia.  

    Country head, Thailand – Sowarose Charuwatpaiboon: Brings over a decade of experience in the digital advertising industry with a proven track record of success in sales, account management, and business development at companies including Adcolony, Taboola and Innity. Charuwatpaiboon joined IAS in 2023 as Sales Director to expand operations in Thailand, and now, as the Country Head will lead the team to drive continued growth.

    “I am excited to bring IAS’s world-class media measurement and optimisation solutions to advertisers and publishers in Thailand,” said Sowarose Charuwatpaiboon. “IAS’s commitment to providing effective and transparent advertising environments for brands and media owners alike will resonate with brands seeking to navigate the complexities of the digital advertising ecosystem and driving efficiencies.”

    Country head, Vietnam – Thanh Nguyen : A veteran of the digital advertising industry with over 25 years of experience in the Vietnamese media and advertising landscape, Thanh brings a wealth of experience from companies like JOYY Inc, Vietcetera Media and TikTok Vietnam. She has a deep understanding of the local market dynamics and her extensive relationships with prominent advertisers, publishers, and industry stakeholders will help drive IAS’s growth and solidify its position as a trusted partner in Vietnam’s flourishing digital advertising ecosystem.

    “I am thrilled to join IAS and help expand its presence in Vietnam,” said Thanh Nguyen. “Brands in Vietnam are investing significant budgets across digital media, and there’s a growing adoption of measurement and optimisation solutions among advertisers and publishers. With its superior solutions and dedicated teams, IAS empowers Vietnamese brands and media owners to navigate the evolving digital landscape and unlock their full potential.”

    Region head, Hong Kong & Taiwan – Melvin Wong: With global experience across Hong Kong, New York and Toronto, Wong spent over a decade in sales and business development roles at companies including Teads and TripleLift. He joins IAS to propel growth and expansion in Hong Kong and Taiwan and will leverage his extensive global experience and strategic acumen to establish IAS as a trusted partner for brands and agencies within this vibrant digital landscape.

    “Joining IAS amidst their remarkable growth in programmatic is an absolute privilege,” said Wong. “Having witnessed firsthand the challenges faced by top brands and agencies, I deeply understand the crucial role efficiency and ROI play in our partnerships. I’m committed to working with brands and agencies to drive widespread adoption of IAS’s industry-leading measurement and optimisation solutions to drive superior business results for advertisers and publishers.”

    Country head, Malaysia and Indonesia – Arfitrianto Zulnaini: As an industry veteran with over 24 years of sales and leadership experience in digital media at companies including Yahoo, Carat, and Mindshare, Zulnaini joined IAS in 2020 as the sales director of Indonesia. He drove programmatic adoption and incremental revenue growth for IAS in Indonesia and will now focus on growing IAS’s measurement and optimisation adoption in both Indonesia and Malaysia.

    “I am honoured to take on the additional responsibility of leading IAS’s Malaysia business and keen to build further on the solid foundation developed over the years in the market,” said Zulnaini. “Malaysia, much like Indonesia, is an evolving digital media market with high growth potential, so it’s no surprise that it has become a strategic focus. I look forward to advancing the company’s superior media quality solutions in these markets.”

    “We are delighted to announce the expansion of IAS’s footprint in multiple regional markets and excited to have a team of very experienced Country Heads leading these operations,” said IAS Sr VP of APAC Laura Quigley.“This investment will benefit regional and global brands, agencies and publishers seeking the highest quality digital ad impressions. Our cutting-edge technology, transformative AI solutions, a keen understanding of local client’s needs, and deep integration with client tech stacks make IAS the media quality partner of choice in the APAC region.”

    IAS’s APAC in-market operations now include Australia, Hong Kong, India, Indonesia, Japan, Korea, Singapore, Thailand and Vietnam.

  • IAS announces attention product to unify media quality and eye-tracking

    IAS announces attention product to unify media quality and eye-tracking

    Mumbai: Integral Ad Science (Nasdaq: IAS), a global media measurement and optimisation platform announced the general availability of its Quality Attention™ measurement product –to unify media quality and eye tracking with machine learning. The new offering provides transparent metrics to help global advertisers increase return on investment, drive brand consideration, and boost conversions.

    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. 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.

    Integral Ad Science chief commercial officer Yannis Dosios said, “Attention measurement must inform actions that drive superior results for advertisers, Integral Ad Science. Our Quality Attention offering is purpose-built to help brands and agencies navigate through media clutter to seamlessly understand how media visibility, the ad environment, and customer interaction impact campaign performance. According to our research, brands that focus on driving higher IAS attention scores achieve up to a 130 per cent lift in conversion rates leading to a better return on their investment.”

    Quality Attention provides global advertisers with:

    1.   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.
    2.   Proven Performance and Brand Results: Up to a 130 per cent 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.
    3.   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.

    Global healthcare company Sanofi has partnered with IAS as they move beyond traditional ways of measuring media performance. Sanofi CHC Global Digital Media Lead Anna Kechekmadze said, “We know that ad clutter is not only a frustrating consumer experience, but it also correlates with attention and carbon footprint: less ad clutter = more attention and less carbon, Our partnership with IAS on Quality Attention is giving us insight into how attention plays a role in reducing ad fatigue, getting better inventory quality and improving media KPIs.”

    IAS and Lumen Research announced their initial partnership in 2023 to change the way digital advertising impressions are measured for attention-first advertising. Now, IAS customers will have an even more powerful way to accurately track which ad impressions have captured attention and are likely to yield business results.

    Lumen Research CEO Mike Follett said, “We are excited about the evolution of our partnership with IAS and how we are offering advertisers a transparent and more accurate picture of attention, by bringing our cutting-edge eye-tracking data to IAS’s attention model, advertisers have access to the most robust predictive attention models at scale.”

    For more information, visit https://integralads.com/solutions/attention/ or read the recent report, The Attention Payoff.

  • Media experts are concerned about changing policies impacting their digital media buys: Report

    Media experts are concerned about changing policies impacting their digital media buys: Report

    Mumbai: Integral Ad Science (IAS), in collaboration with YouGov and a market research firm, has released its report ‘2022 Future of Privacy-First Advertising.’

    IAS surveyed 346 digital media experts and 1,131 consumers about their opinions on the future of ad targeting, upcoming changes to online data and privacy policies, and how media quality solutions can help marketers be more effective.

    The findings revealed that consumers have serious concerns about the security of their personal information when using the internet; that they are unaware of the laws governing the collection and use of their personal data; and that they are very uncomfortable when their online activity is used for advertising.

    IAS Global chief commercial officer Yannis Dosios said, “With upcoming online data and privacy policy changes coming down the pipe, privacy continues to be a priority for both consumers and media experts.”

    He further added, “IAS is well-suited to help ease the concerns of privacy policy transitions through our contextual targeting solutions that will help advertisers reach their ideal audience at scale, all while respecting their privacy.”

    The report explores a gap between what organisations are actually doing to deal with these changes and how crucial it is for media professionals to understand data privacy policies, as well as how concerned they are about how these policies will affect their work.

    The report also examines how brands are currently dealing with cookie depreciation through contextual, privacy-first advertising strategies that don’t use individuals’ personal information to target customers.

    Online data privacy 

    One of the report’s key findings was that while consumers value online data privacy, their trust in the security of their online data is low.

    While consumers agree that data privacy is important, only half (50 per cent) are confident in the security of their online data while surfing the web. More than two-thirds (67 per cent) of consumers also claim to be more cautious than ever when it comes to their privacy and online data.

    Targeting techniques 

    The study also discovered that consumers are aware of various targeting techniques. However, they might feel uncomfortable with their data being used for advertising.

    Although the majority of consumers (68 per cent) are still uncomfortable with personalisation, despite the fact that 90 per cent (nine in ten) of users are aware that websites and apps collect and share their data for advertising purposes.

    Brands have the chance to change the targeted ad experience so that contextual relevance is the driving factor. This would result in a better user experience for consumers and better results for advertisers.

    Privacy policy 

    Although the majority of media experts are concerned about evolving privacy policies, many are unaware of them and the majority lack a clear management strategy.

    Almost two-thirds (62 per cent) of media experts concur that this year it is important to understand data privacy, and an overwhelming majority (89 per cent) say that brands are particularly concerned about PII privacy.

    However, only about half of digital media experts are knowledgeable about privacy policy-related topics pertaining to browsers (53 per cent), regulations (51 per cent) or mobile identifiers (45 per cent).

    Furthermore, only 36 per cent of media experts claimed that their company had set up a team to handle upcoming policy changes, while 29 per cent said that they had taken no action.

    Contextual content

    The report suggested that brands should match their advertisements with contextually relevant content that appeals to consumers more.

    After seeing a targeted advertisement, 66 per cent of consumers said they are likely to visit a brand’s or product’s website.

    Considering consumers’ privacy concerns and desire for relevance, contextual targeting is an easy option for advertisers, but only 29 per cent of media experts have used this tactic.

    The majority of media experts (51 per cent) concur that ad buyers and sellers must actively cooperate throughout privacy changes and that media quality solutions will become more crucial for ensuring the right audiences are reached.