IAS EXPANDS GLOBAL MEASUREMENT OF AMAZON PROPERTIES
Integral Ad Science (Nasdaq: IAS) announced an expansion of its global measurement capabilities for Amazon DSP media buys. With a new server-to-server integration, advertisers can now access extensive post-bid measurement for campaigns targeting Amazon custom audiences and Twitch inventory. The IAS solutions available include viewability, invalid traffic (IVT), and brand safety and suitability metrics. This expansion enhances cross-device measurement across CTV, mobile, desktop, and tablet platforms. IAS aims to empower advertisers with actionable data for optimized performance, further solidifying its partnership with Amazon Ads.
- Expanded measurement capabilities for Amazon DSP media buys.
- Post-bid measurement now includes Amazon custom audiences and Twitch inventory.
- Advanced metrics available: viewability, invalid traffic (IVT), brand safety, and suitability.
- Cross-device measurement includes CTV, mobile, desktop, and tablet platforms.
- Enhanced integration with Amazon Ads could lead to optimized advertiser ROI.
- No specific financial data or projections provided to gauge the impact on IAS revenue.
- Potentially high competition in the advertising measurement space.
- Possible increased costs for maintaining and enhancing the server-to-server integration.
Insights
The recent announcement from Integral Ad Science (IAS) about expanding post-bid measurement for Amazon DSP media buys is noteworthy. This move positions IAS as a more integral part of advertisers’ strategies. The server-to-server (S2S) integration ensures seamless data flow, which is essential for accurate measurement and optimization.
Financially, this expansion likely leads to increased demand for IAS’s services, as advertisers seek more robust measurement tools to optimize their campaigns. This can translate into higher revenues for IAS in both the short and long term. The collaboration with Amazon, a dominant player in digital advertising, enhances IAS’s credibility and market position, potentially attracting new clients.
From a financial standpoint, the increased capabilities in viewability, invalid traffic and brand safety measurement make IAS's offering more comprehensive, which could justify a premium pricing strategy. Investors should note the potential for higher profitability as this service integration could lead to better client retention and acquisition.
The expanded integration between IAS and Amazon’s DSP is a strategic move that reflects broader trends in the digital advertising industry, such as the increasing demand for transparency and performance measurement. Advertisers today face significant challenges related to ad fraud and brand safety and IAS’s solutions address these concerns.
Market-wise, the ability to measure across multiple devices (CTV, mobile, desktop and tablet) is important as cross-device campaigns become more common. This multi-device measurement capability aligns with the growing complexity of consumer behavior, where users interact with ads on various platforms. By providing a unified view of global campaigns, IAS can help advertisers optimize their spending more effectively.
For retail investors, this can signify that IAS is well-positioned to capitalize on these industry trends. The enhanced integration could also mean that IAS is likely to see an uptick in demand from advertisers seeking reliable measurement tools, positively impacting their market share and revenue streams.
The S2S integration with Amazon DSP signifies a significant technological advancement for IAS. Server-to-server connections allow for more accurate and real-time data exchange compared to client-side integrations. This means that advertisers can rely on more precise metrics for their campaigns, which is critical for optimization.
Technologically, offering comprehensive measurement tools covering brand safety, viewability and invalid traffic is highly valuable. It reflects IAS's commitment to providing a holistic view of ad performance, which is a considerable enhancement over traditional measurement tools that might only cover single aspects.
For advertisers, this integration not only provides more reliable data but also simplifies the process of campaign management by providing a unified reporting platform. This can lead to more efficient decision-making and better resource allocation, ultimately improving ROI. For tech-savvy investors, this signals that IAS is leveraging cutting-edge technology to stay ahead in the competitive ad tech market.
Advertisers Now Have Access to Expanded Post-Bid Measurement for Campaigns Across Amazon Audiences and Twitch Inventory
"IAS and Amazon Ads share the value of customer obsession, and our global collaboration demonstrates how our companies continue to maximize return on investment for advertisers and are committed to providing independent measurement," said Lisa Utzschneider, CEO of IAS. "This is yet another way IAS is empowering marketers with actionable data to drive superior results, giving them more confidence that their spend is being optimized towards performance."
IAS now provides Amazon DSP media buyers with:
- Brand safety and suitability, viewability, and IVT measurement on custom audiences and Twitch.
- Cross-device measurement for web and in-app across CTV, mobile, desktop, and tablet.
IAS's Brand Safety & Suitability, Viewability, and Invalid Traffic measurement expansion with Amazon Ads will be available in IAS Signal, designed to provide advertisers with greater access to campaign data and a unified view of their global campaigns.
In Q3 2023, IAS enhanced its integration with Amazon Ads to include Context Control pre-bid segments. In addition to IAS's standard pre-bid segments within Amazon DSP, customers can easily have controls to decide where their ads appear and easily reach contextually relevant content.
About Integral Ad Science
Integral Ad Science (IAS) is a leading global media measurement and optimization platform that delivers the industry's most actionable data to drive superior results for the world's largest advertisers, publishers, and media platforms. IAS's software provides comprehensive and enriched data that ensures ads are seen by real people in safe and suitable environments, while improving return on ad spend for advertisers and yield for publishers. Our mission is to be the global benchmark for trust and transparency in digital media quality. For more information, visit integralads.com.
Contact: press@integralads.com
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SOURCE Integral Ad Science, Inc.
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