This acquisition furthers IAS’s commitment to deliver the most comprehensive set of programmatic transparency solutions for marketers, including its popular Total Visibility product which provides insight into digital media quality and corresponding supply path costs.
“Programmatic advertising continues to grow at a tremendous pace, and with this acquisition we’re bringing comprehensive transparency to the entire industry,” said Lisa Utzschneider, CEO, IAS. “By welcoming Amino Payments to IAS, we will unleash the full potential of programmatic advertising for marketers who need their campaigns to be highly effective and cost-efficient.”
In April 2020, IAS and Amino Payments partnered to launch Total Visibility, which offers advertisers impression-level financial insights and media quality verification to optimise campaigns in real-time. With today’s acquisition, IAS accelerates its investments into programmatic transparency solutions. Available globally, Total Visibility helps advertisers determine media quality including viewability, fraud and brand safety, by offering critical insights and control to optimise campaigns toward supply paths that deliver cost-efficient and high quality media. Total Visibility is now an IAS brand, while the Amino Payments brand will be retired.
“As even more digital media is transacted programmatically, the need for transparency will continue to be critical for advertisers,” said Will Luttrell, CEO, Amino Payments. “The Amino Payments team is thrilled to join IAS, the market leader in verification, to pursue a joint vision to bring unprecedented transparency into programmatic advertising.”
Total Visibility can save advertisers up to 15 percent of their programmatic media spend by optimising their advertising investments toward the most impactful placements through the most cost efficient supply path. eMarketer estimates that advertisers will invest $79.61 billion into programmatic buying this year in the US alone.