NEW YORK, March 14, 2018 (GLOBE NEWSWIRE) — Integral Ad Science (IAS), the measurement and analytics company that empowers the advertising industry, today announced the availability of first-to-market technology that allows programmatic buyers to target mobile in-app inventory that is brand safe, fraud-free, and expected to meet a given viewability goal. Through key integrations with top programmatic platforms, IAS is increasing transparency to a channel that has become increasingly attractive to advertisers.
Eight in 10 US mobile digital display ads are traded programmatically, an amount that will rise to 85.2% by 2019 [eMarketer]. However, the advantages of programmatic can only be fully realized when traders are armed with the ability to protect brands in digital environments and optimize towards quality inventory – brand safe, fraud-free, and viewable. Until now, there have not been controls in place to address these key areas when advertising on mobile apps. The ability to target environments that are not only aligned with their brand values, but also provide opportunities to be viewable to real consumers, is critical to fulfill final business goals.