Daily news from online research no. 33278

New IAS Suite Measures Contextual Targeting ROI

May 17, 2022

Digital media measurement company Integral Ad Science (IAS) has launched a suite of reporting and planning tools called Control Panel, to enable clients to understand the value and return on investment (ROI) delivered by its contextual targeting Context Control.

Based in New York, IAS is known for its TRue Advertising Quality (TRAQ) scores, which assess the quality of media environments. The company is accredited by the Media Rating Council for measurement of impressions and views and reporting of display and video ads on Facebook and Instagram; for its cross-platform SIVT (Sophisticated Invalid Traffic) detection and for measuring viewable ad impressions.

IAS recently expanded its context control solutions, allowing advertisers to average over 400 contextual segments from IAS on a pre-bid basis. The new control panel suite includes a “Context Control Segment Catalog,” discovering the 400+ out-of-the-box context and targeting control segments in one place; and a Contextual Segment Range Calculator, to advise on the potential range of IAS segments. Another feature, Contextual Targeting Reporting, offers insights into targeting segment performance, with a particular focus on viewability reach and programmatic dimensions; while contextual targeting profiles allow customers to group their desired targeting segments into a single profile with a single segment ID.

Chief Product Officer Tom Sharma (pictured) says the new tool will give advertisers the ability to strategically plan, activate and optimize their targeting campaigns within the IAS Signal platform. He adds, “This is another example of our continued efforts to enable our client organizations and customers to confidently rely on our contextual targeting solution while achieving campaign KPIs.”

Website: www.integralads.com.

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas, unless otherwise noted.

Comments are closed.