Integral Ad Science (IAS) is the global market leader in digital ad verification, offering technologies that drive high-quality advertising media. IAS equips advertisers and publishers with both the insight and technology to protect their advertising investments from fraud and unsafe environments as well as to capture consumer attention, and drive business outcomes. Founded in 2009, IAS is headquartered in New York with global operations in 22 offices across 13 countries. IAS is part of the Vista Equity Partners portfolio of software companies.
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If an ad is served but no one views it, does it have the opportunity to make an impact?
We now live in a world propelled by technological advances, where consumers often quickly scroll past the ads in their haste to get to other engaging content. This means that ads often remain hidden from consumers view, sitting in a different frame or tab. To add to viewability challenges, fraud runs rampant within the $327 billion global digital ad industry.
Digital ad verification is foundational to campaign success
Ad verification metrics are predominantly used to monitor and optimize towards viewable and fraud-free impressions, served in a brand-safe environment. Together as an industry, we have made significant strides in improving the quality of ad impressions that are bought and sold . As John Montgomery, EVP Global Brand Safety at GroupM recently articulated in an interview with Beet.TV, “So we know that we are getting viewable ads that are viewed by a human in the right demographic in a contextually-safe environment, we’re saying what does that mean (and we’re calling that “quality”)? What does that mean for effectiveness?”
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