Ad intelligence company Integral Ad Science has announced a strategic alliance with Adobe. Through the integration of Integral’s Bid Expert pre-bid targeting solution, programmatic ad management platform Adobe Media Optimizer will be enhanced to enable Adobe’s clients to target and optimise around quality metrics.
Adobe clients purchasing media through Adobe’s DSP can now self-select targeting segments implemented by Integral. This will maximise the potential of real-time bidding inventory through robust media quality intelligence. With Bid Expert, Adobe Media Optimizer customers will be able to target by Integral’s TRue Advertising Quality (TRAQ) score, as well as ads that are viewable, fraud-free, in brand safe environments, and on contextually-relevant sites.
“Without taking media quality data into account, the ad creation and optimisation process is flawed,” said Scott Knoll, CEO of Integral Ad Science. “We’re excited to be collaborating with Adobe and powering the media quality component of their robust suite of buying tools.”
“This year, Adobe enabled advertisers and agencies to reach Adobe Marketing Cloud audience segments via programmatic efforts and rolled out a new self-serve offering. Now we are excited to offer targeting based on media quality through our strategic alliance with Integral,” said Suman Basetty, director of product management, Adobe. “Viewability and brand safety are crucial and now our customers can optimise their campaigns based on media quality data from Integral.”