Advertising

Integral Ad Science partners with The Drum to calm online ad fears

By Justin Pearse | Managing Director, The Drum Works

Integral Ad Science

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August 24, 2015 | 3 min read

Integral Ad Science has teamed up with The Drum to launch a series of monthly analysis articles designed to help marketers cut through the hype and noise around online ad issues such as viewability

The aim of the Media Quality Matters series, published monthly in The Drum magazine and online, is to provide a counterpoint to the current industry obsession with the perils of online advertising.

Industry press, events and conversations focussing on innovative areas of online advertising such as programmatic have in recent months become increasingly dominated with concerns around ad fraud, ad misplacement and viewability.

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Niall Hogan, UK MD of Integral Ad Science, believes that while these are all serious issues, the danger is that such an unrelenting focus will unfairly damage the view of online media by marketers.

“Yes, it is a big problem that we found over £277m wasted due to ad fraud. But there is too much smoke and mirrors in the marketplace and we want to put forward a more rational view,” he said. “When there is so much doom and gloom about it, it’s important we help build confidence in the medium.”

The Media Quality Matters series will tackle the many issues in the online ad market faced by advertisers and suggest methods to minimize the risks.

“Many marketers seeing these lurid headlines may be tempted not to even bother with digital and stick to TV,” said Hogan. “We want to highlight the concerns but express them in layman’s terms to marketers so they can ask the right questions of their suppliers and agencies."

Click here to read the first article in the Media Quality Matters series.

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Integral Ad Science (IAS) is a global leader in digital media quality. 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. Our mission is to be the global benchmark for trust and transparency in digital media quality for the world’s leading brands, publishers, and platforms. We do this through data-driven technologies with actionable real-time signals and insight. Founded in 2009 and headquartered in New York, IAS works with thousands of top advertisers and premium publishers worldwide. For more information, visit integralads.com

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