New in-app tool protect brands in programmatic environments

Mar 15, 2018 | Online advertising

Integral Ad Science (IAS) has launched a mobile in-app solution, which will work to protect brands on programmatic platforms, including The Trade Desk, DoubleClick Bid Manager, Oath, Viant’s Adelphic, AppNexus, and MediaMath.

Through key integrations with top programmatic platforms, IAS is increasing transparency to a channel that has become increasingly attractive to advertisers.

The technology allows programmatic buyers to target in-app inventory that is brand safe, fraud-free, and expected to meet any given viewability goal.

The technology has been integrated with The Trade Desk, DoubleClick Bid Manager, Oath, Viant’s Adelphic, AppNexus, and MediaMath.

Eight in 10 US mobile digital display ads are traded programmatically, an amount that will rise to 85.2% by 2019 [eMarketer]. However, the advantages of programmatic can only be fully realised when traders are armed with the ability to protect brands in digital environments and optimise towards quality inventory – brand safe, fraud-free, and viewable. Until now, there have not been controls in place to address these key areas when advertising on mobile apps. The ability to target environments that are not only aligned with their brand values, but also provide opportunities to be viewable to real consumers, is critical to fulfill final business goals.

IAS’s mobile in-app pre-bid segments have solved for that for the first time. Their technology allows traders to define the content categories they need to be protected against based on customised risk thresholds, and then only target the apps that meet those brand safety expectations. Additionally, with ad fraud prevention and viewability targeting, traders can ensure bids are not wasted on fraud, and find the apps that will meet or exceed their viewability goals. The Trade Desk, DoubleClick Bid Manager, Oath, Viant’s Adelphic, AppNexus, and MediaMath will integrate IAS’s targeting data to provide targeting that generates immediate impact and maximises the ability to reach and engage in-app audiences. Additionally, the proof comes at added value – IAS provides real-time reporting to demonstrate effectiveness and also identify areas of additional optimisation.

“Programmatic offers advertisers powerful opportunities to make the most of their digital dollars and, for many years, buyers have been able to easily optimise those opportunities across web-based campaigns with IAS data,” said David Hahn, CSO of Integral Ad Science. “Now, by offering mobile in-app segments to our customers, we’ve extended that flexibility and control to drive more of their automated buys, and keep up with the momentum in the marketplace towards in-app advertising.”

“Deepening our partnership with IAS for new pre-bid segments gives advertisers on our platform the data needed to ensure they are bidding on high quality mobile in-app opportunities,” said David Danziger, Vice President of Enterprise Partnerships at The Trade Desk. “In-app mobile environments are becoming an increasingly effective place to reach consumers, and we’re excited to work together to elevate the mobile in-app buying experience for our customers.”

“As mobile increasingly becomes a focus of advertisers, it’s important that we provide them with the transparency and targeting that they need to best optimise their campaigns,” said Yael Avidan, SVP Product at Adelphic. “Adelphic is constantly evolving and integrating best in breed technologies to its self-service platform. By partnering with IAS we are able to provide pre-bid in-app brand safety, ad fraud, and viewability targeting in RTB in-app environments for the first time.”

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