IAS Enhances Context Control For Advertisers And Publishers

IAS Enhances Context Control For Advertisers And Publishers
B&T Magazine
Edited by B&T Magazine

Integral Ad Science (IAS) announced the expansion of its context control solution for advertisers and publishers globally to give customers more control over the context of digital ad placements.

IAS CEO, Lisa Utzschneider (featured image), gave insight into the enhancement, saying: “We first launched context control to help our customers transform their targeting strategies, and it’s already prepared them to successfully navigate a cookieless future.

“Advertisers need these critical tools to customize their campaigns, while publishers need to drive greater monetization.

“With strong response from both buyers and sellers, we’ve continued to build on the success of context control, delivering, even more, value and technology that helps solve for the future growth of contextual targeting,” said Utzschneider.

According to the latest IAS media quality report, brand risk continues to be a global challenge, and more programmatic buyers are activating context control within top demand-side platforms (DSPs) to navigate these issues.

The enhancement means that advertisers can leverage more than 300 contextual segments from IAS on a pre-bid basis to avoid undesirable content or target towards content that is suitable for their campaigns.

Major DSPs including Adelphic, Adform, Amobee, MediaMath, Xandr, Yahoo, and others have integrated context control, making these tools readily available for advertisers wherever they choose to buy.

IAS now also offer context control optimization for publishers.

With this, publishers can match contextual settings with an advertiser’s brand suitability needs and integrate context control segments directly in their ad servers to avoid or target contextually relevant content.

This builds on existing smart inventory classification and packaging capabilities available for publishers.

Head of ad operations at Insider, Leigh Horton, said: “Context control optimization has proven to be an incredibly effective tool to classify our inventory and deliver better contextual targeting options for brands.

“Working with IAS, we now provide our advertisers with even greater control over content suitability across their campaigns so that we can deliver on their KPIs.”

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