Marketing technology company RadiumOne has formed a global partnership with Integral Ad Science (IAS) to “measure the quality of global digital media and drive industry visibility and best-practice”.
The tie-up was developed in response to questions about programmatic visibility and to provide clarity over standards and metrics. The deal marks another notch on the IAS bedpost, having just inked a deal with Dentsu, thought to be worth nearly $2 million.
While GroupM has nailed its flag to IAS rival Moat Analytics and OMD Integral, the competitive pitches between both leading company's are ramping up.
“Part of doing what’s best for the client is helping support positive steps in the wider programmatic space,” RadiumOne Australian and New Zealand MD Adam Furness says.
“In response to ongoing questions, we’re beginning to see the industry trend towards increased visibility and opening up best practice frameworks. Our partnership with IAS aims to keep that momentum going.”
As part of the deal, RadiumOne has integrated IAS’s pre-bid targeting solutions for banner and video advertising.
After measuring more than five billion impressions in the first half of 2016, IAS determined that RadiumOne’s advertising fraud rate was 3.4% compared to an industry average of 8.3%. Its average in-view rate was 53% for video (compared to an average of 32%) and 57% for banners (above an average of 52%), IAS found.
Yesterday, AdNews revealed that RadiumOne's commercial director Patrick Darcy had accepted a role as MD of Cadreon, IPG Mediabrands' ad tech unit. Earlier this month, Kerry McCabe was promoted to RadiumOne global president six weeks after Furness was named MD of Australia and New Zealand.
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