SOURCE: Integral Ad Science

Integral Ad Science

November 02, 2016 08:00 ET

The Trade Desk Integrates Integral Ad Science's Video Viewability Pre-Bid Targeting to Increase Effectiveness of Digital Video Buys

NEW YORK, NY--(Marketwired - Nov 2, 2016) - Integral Ad Science (IAS), the technology and data company that empowers the advertising industry to effectively influence consumers everywhere, today announced that The Trade Desk, a leading global demand-side platform, will integrate IAS's full pre-bid video targeting suite to its platform. By providing unique intelligence for informed programmatic buying, the ability to target specific viewability thresholds, as well as suspicious activity and brand safety tracking for video ads, Trade Desk clients can increase the efficiency of their digital video buys.

"IAS and The Trade Desk are at the forefront of digital advertising innovation, helping to reshape the quality of media transactions and the way they happen," said David Danziger, VP of Enterprise Partnerships, The Trade Desk Inc. "Video is a sophisticated and complex medium for both buyers and sellers, IAS's viewability targeting, suspicious activity and brand safety tracking ensures that our clients are continuing to purchase high-quality video ads in high-quality environments." 

Launched in October 2016, IAS's performance-matching video viewability pre-bid targeting gives buyers a seamless and more accurate approach to video viewability targeting and optimization. Instead of bidding on inventory most likely to be in-view, advertisers can select a viewability threshold such as 50+ percent, and achieve that target viewability on the campaign. Alongside the ability to meet viewability thresholds, buyers will have access to reporting in the IAS Platform. The new video viewability segments join a pre-existing integration for display pre-bid targeting for viewability, brand safety, ad fraud, and contextual relevance.

"In an analysis of billions of impressions in H1 2016, IAS found that video experiences lower viewability rates and is more susceptible to ad fraud compared to display. Expanding our partnership with The Trade Desk is just one of the ways we've been driving change to infuse accuracy and clarity into the market for video," said Scott Knoll, CEO, Integral Ad Science. "We're proud of our partnership with The Trade Desk, a company that shares the same enthusiasm for bringing transparency and resources to all players in the advertising ecosystem."

About The Trade Desk
The Trade Desk is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize more expressive data-driven digital advertising campaigns across ad formats, including display, video, audio, native and social, on a multitude of devices, including computers, mobile devices, and connected TV. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across the United States, Europe, and Asia.

About Integral Ad Science
Integral Ad Science (IAS) is a global technology and data company that builds verification, optimization, and analytics solutions to empower the advertising industry to effectively influence consumers everywhere, on every device. We solve the most pressing problems for brands, agencies, publishers, and technology companies by verifying that every impression has the opportunity to be effective, optimizing towards opportunities to consistently improve results, and analyzing digital's impact on consumer actions. Built on data science and engineering, IAS is headquartered in New York with global operations in ten countries. Our growth and innovation have been recognized in Inc. 500, Crain's Fast 50, Forbes America's Most Promising Companies, and I-COM's Smart Data Marketing Technology Company. Learn more at www.integralads.com.