NEW YORK, March 14, 2018 (GLOBE NEWSWIRE) -- Integral Ad Science (IAS), the measurement and analytics company that empowers the advertising
industry, today announced the availability of first-to-market technology that allows programmatic buyers to target mobile in-app
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.
Eight in 10 US mobile digital display ads are traded programmatically, an amount that will rise to 85.2% by 2019 [eMarketer]. 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 fulfill final business goals.
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. 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 effectiveness and also identify areas of additional optimization.
“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,” said David Hahn, CSO of Integral
Ad Science. “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.”
“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,” said David Danziger, Vice President of Enterprise Partnerships at The
Trade Desk. “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. “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.”
About IAS:
Integral Ad Science (IAS) is 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. We
solve the most pressing problems for brands, agencies, publishers, and technology companies by verifying that every impression has
the opportunity to be effective, optimizing towards opportunities to consistently improve results, and analyzing digital's impact
on consumer actions. Built on data science and engineering, IAS is headquartered in New York with global operations in thirteen
countries. Our growth and innovation have been recognized in Inc. 500, Crain's Fast 50, Forbes America's Most Promising Companies,
and I-COM's Smart Data Marketing Technology Company. Learn more at www.integralads.com.
About The Trade Desk™
The Trade Desk (Nasdaq:TTD) is a technology company that empowers buyers of advertising. Through its self-service, cloud-based
platform, ad buyers can create, manage, and optimize more expressive data-driven digital advertising campaigns across ad formats,
including display, video, audio, native and, social, on a multitude of devices, such as computers, mobile devices, and connected
TV. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and
enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across
the United States, Europe, and Asia. To learn more, visit thetradedesk.com or follow us on Facebook, Twitter, and LinkedIn.
About Adelphic
Adelphic, a Viant Company, is a leading people-based cross-channel demand-side platform. Adelphic provides an enterprise-ready
self-service software solution for agencies, brands and other large media buyers to make meaningful engagements with consumers
across all devices and formats. The company’s platform is fully RTB-enabled and delivers global scale through access to all leading
inventory providers. Adelphic’s technology overcomes the limitations of user identification across all digital devices, yielding
rich, nuanced portraits of real people, instead of cookies. Adelphic is owned by Viant, a subsidiary of Meredith Corporation. For
more information, visit www.adelphic.com.
About MediaMath:
MediaMath’s technology and services help brands and their agencies drive business outcomes through programmatic marketing. We
believe that good advertising is customer-centric, delivering relevant and meaningful marketing experiences across channels,
formats and devices. Powered by advanced machine learning algorithms that buy, optimize and report in real time, our platform gives
sophisticated marketers access to first-, second- and third-party data and trillions of digital impressions across every media
channel. Clients are supported by solutions and services experts that make it simple to activate our technology. Since launching
the first Demand Side Platform (DSP) in 2007, MediaMath has grown to a global company of nearly 700 employees in 15 locations in
every region of the world. MediaMath’s clients include all major holding companies and operating agencies as well as leading brands
across top verticals. In 2017, MediaMath was recognized by Forrester as a Leader in the Data Management Platform category, and as
the Leader in the Demand Side Platform category. For more information on MediaMath, please visit http://www.mediamath.com.
Contact Info
Jenn Headley
integralUS@hotwirepr.com
609-744-6365
