Publishers Are Increasing Revenue with New IAS Viewability, Brand Safety, and IVT Optimisation Solution

SYDNEY, AUSTRALIA--(Marketwired - Jul 18, 2017) - Integral Ad Science (IAS), the measurement and analytics company that empowers the advertising industry, today announced an industry-first optimisation solution for publishers to maximise the yield on their inventory, reduce impression waste, and streamline workflow with an automated, real-time platform. Publishers now have access to new data sets to fight pressing issues such as viewability, brand safety, and ad fraud and deliver better results for their customers.

Publishers Challenged with Evolving Advertiser Expectations
With the advertising ecosystem calling for transparency, publishers are under increasing pressure to deliver quality inventory that is aligned with advertiser expectations.

"Brands and agencies continue to call upon publishers to respond to challenges in the industry around viewability, brand safety, and fraud," said Dave Marquard, VP of product management at IAS. "With our Publisher Optimisation solution, publishers have the data and tools that were typically made available to advertisers only. This visibility allows publishers to analyse data that eliminates waste for the entire industry."

Bonnier, Business Insider, PopSugar and Refinery29 Find Success

"The industry is losing a substantial amount of revenue when we transact on custom brand safety and viewability needs due to significant over delivery," says Sean Holzman, Chief Digital Revenue Officer at Bonnier. "IAS's optimisation tool automates this process and allows us to leverage deep data and painlessly eliminate impression waste and achieve advertiser goals."

"IAS has taken a huge step forward in finding common ground with measurement and verification between the demand side and the supply side," says Marc Boswell, SVP, Sales Operations and Client Services, at Business Insider. "With Publisher Optimisation, publishers finally have a real-time solution that helps deliver verified inventory to their clients. We've been able to significantly improve campaign yield, drastically reduce impression waste, and eliminate IVT as a result."

"As a premium publisher with virtually all traffic from organic sources, we have been able to reduce IVT for our ad campaigns by leveraging IAS Publisher Optimisation," says Dennis Ritell, Director, Advertising Operations at PopSugar. "IAS has developed a tool that empowers publishers and increases transparency, which benefits all parties. We see this as a step forward for the industry."