Media measurement and optimisation platform Integral Ad Science (IAS) is expanding its collaboration with Microsoft Advertising to provide post-bid third-party brand safety and suitability, viewability, and invalid traffic measurement across Microsoft’s advertiser solutions, including the Microsoft Advertising Platform and Microsoft Invest.
The partnership allows advertisers to leverage IAS’ measurement solutions to determine the impact of their native, video, display and CTV campaigns across the Microsoft Advertising ecosystem, which includes all Microsoft owned and operated inventory and direct partnerships.
This expanded collaboration will also provide advertisers with insights into how they can drive engagement with verified users and run adjacent to brand safe and suitable content through IAS Signal, allowing customers to verify media quality via IAS’ metrics using its unified view of their global campaigns.
The Microsoft Advertising Platform gives businesses the ability to tap into Audience ads, such as display, native, and video across Microsoft owned and operated sites like MSN, Outlook, Bing, Microsoft 365, and Microsoft Casual Games, as well as third-party publishers like The New York Times, Wall Street Journal, Buzzfeed, and more.
Through Microsoft Invest, an enterprise-level, omnichannel demand-side platform, advertisers can access CTV publisher supply to reach audiences and drive business results on all screens programmatically.
IAS CEO Lisa Utzschneider said with this first-to-market collaboration, the two companies are driving greater value for their mutual advertising customers, bringing actionable data through independent verification.
“Using IAS’ differentiated data, advertisers can have confidence they are driving results, reaching real people, and protecting their brand equity to maximise campaign performance," she said.
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