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November Monthly Edition 2022

Integral Ad Science – A global leader in digital media quality for the world’s leading brands, publishers, and platforms


If you’ve ever done research regarding digital marketing, you’ve no doubt seen the phrase “high-quality content.” This term is used so often that it’s become a commonly used term in the industry and much more than just a buzzword. It’s important to digital content and business marketing, as it has quickly become the core of digital marketing strategy and internet content. The quality of digital content is not only assessed by people browsing your website, it’s also rated by online companies, search engines, and apps such as Google and Facebook. Their fancy algorithms determine how often your company’s content is seen, where it ranks in searches, and more—which impacts your business, income, and overall success in the digital market.

Integral Ad Science (IAS) makes every impression count, ensuring that ads are viewable by real people, in safe and suitable environments, activating contextual targeting, and driving supply path optimization. IAS does this through data-driven technologies with actionable real-time signals and insight. Powerful, real-time data gives you accurate performance insights for faster optimization and stronger results. But it’s not just data. It is insights, machine learning, and AI, which together offer a deeper understanding of how your digital media performs — and why.

Quality Impressions™

Quality ads deserve Quality Impressions™. Now more than ever, it is critical for marketers to make every impression count by controlling the quality of media they buy or bid on. It has always been their goal at IAS to provide the customers with transparency into the quality of their media. The IAS Quality Impression™ is an MRC-accredited, proprietary metric that helps ensure media quality standards. To be counted as a Quality Impression, a digital ad must be viewable, by a real person, in a brand-safe and suitable environment. All within the correct geo. To ensure that campaigns have the potential to connect with their audiences, advertisers need transparency into the holistic quality of their impressions, and they need to be able to optimize campaigns effectively. The Quality Impression™ metric helps advertisers do just that; it’s a media quality metric that summarizes campaign performance and proves campaign value. IAS reporting gives advertisers full control over their digital media investments by providing granular insights at the campaign, partner, placement, domain, and app-level, along with outlining reasons for failures to guide better optimization.

Leveraging data-driven technologies with actionable real-time signals and insight

Ad Fraud Detection: With digital ad spending predicted to reach nearly $500 billion globally by 2025, the industry is more focused than ever before on combating digital ad fraud. The company ensures your ads are only shown to humans on legitimate publishers, protecting your media budget from bots with surgical accuracy. IAS process and analyze trillions of data events each month in order to identify anomalies that indicate fraud across all channels and platforms. The aggregated data creates scalable detection models to distinguish real human behavior from bots, even in previously uncharted areas. They also look at signs sent during a specific browser session or from a specific device. Bots have a signature set of features that can be identified through detailed mapping of the browser environment and device characteristics. The company helps you identify where, when, and how illegal bots are infiltrating your media plan. Start blocking ad fraud threats with precision before the impression is even served so your budget stays protected.

Brand Safety & Suitability: While most brands agree on what constitutes unsafe content, the ideal advertising environment is likely to be unique to your brand. IAS Brand Safety and Suitability solutions provide customizable control over the contextual relevance of digital ads to maximize both the impact and cost efficiency of campaigns. Maximize both the impact and cost efficiency of campaigns by controlling the context in which they appear. Their patented cognitive semantic technology uses natural language processing (NLP) to dynamically comprehend the nuances of context. This includes sentiment and emotional analysis, enabling the most precise content classification at scale. IAS Brand Safety and Suitability solutions maximize both the impact and cost efficiency of your campaigns. Go beyond keyword blocklists and URL scanners with intelligent and scalable solutions for contextual relevance.

Contextual Targeting: Take control with contextual targeting to meet your unique brand goals, before a bid is even placed. Their predictive science pre-screens pages and categorizes them using emotion and sentiment analysis, enabling you to target content that is most desirable and relevant. Contextual targeting capabilities complement your IAS brand safety and avoidance pre-bid settings to amplify your brand message. With new privacy legislation and cookie deprecation, advertisers need solutions for reaching their desired audiences in suitable spaces. Their Context Control Targeting solution leverages page-level classification to curate content across more than 200 industry vertical, seasonal, topical, and audience proxy segments. Powered by the largest knowledge graph, the technology enables deeper classification of content to help advertisers tailor ad placements and access precise targeting at scale.

About | Lisa Utzschneider

Lisa Utzschneider is the Chief Executive Officer of Integral Ad Science and a member of the company’s board of directors. IAS is a global technology company that offers data and solutions to establish a safer, more effective advertising ecosystem. Lisa joined IAS as CEO in January 2019, bringing more than 20 years of digital advertising expertise and tech-industry leadership experience to the role.

"IAS makes every impression count, ensuring that ads are viewable by real people, in safe and suitable environments, activating contextual targeting, and driving supply path optimization."