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Media Measurement Future of TV Addressable TV

Integral Ad Science builds live CTV ad tracker to ‘transform’ measurement


By Hannah Bowler, Senior reporter

January 31, 2022 | 3 min read

Following its acquisition of CTV platform Publica, Integral Ad Science (IAS) has built a CTV measurement tool that enables live data reporting.


Integral Ad Science launches CTV enhancement tool

A new CTV dashboard has been added to the IAS Signal platform as part of a wider strategy to "transform" how marketers track media quality for CTV campaigns.

The enhancements now enable users to capture data on where ads run, based on the device, app, channel, genre, content category and ratings. This level of targeting is relatively new but one of the fastest-growing areas of the CTV marketplace.

IAS was able to develop the tool with access to Publica’s publishers after it brought the platform in August. The acquisition is part of IAS’s wider CTV strategy, which plans to build tools and products that can maximize CTV monetization.

”After acquiring Publica, this is just the first example of how we’re building technology to revolutionize CTV advertising while providing marketers with a new level of data to inform their strategies and budgets,” said Lisa Utzschneider, chief executive officer at IAS.

The tool also gives users live media quality alerts based on adjustable risk thresholds for campaign KPIs.

Elsewhere, IAS is testing how to enhance CTV reporting capabilities for publishers with a tool in beta that provides video competition rate and invalid traffic metrics.

Utzschneider said IAS hopes to “transform the way marketers measure media quality for CTV campaigns with granular insights and greater transparency in IAS Signal that will help bring more dollars from linear to CTV”.

Plans are also underway to launch a content-level brand safety and suitability product. This work follows the IAS Media Quality Report, which showed brand safety concerns had improved in 2021 but issues remain around the tools available to tackle brand safety.

The IAS Signal platform's dashboard comes as IAB Europe released its CTV Targeting and Measurement guide to help the market get to grips with CTV measurement.

Media Measurement Future of TV Addressable TV

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