IAS Partners With Xandr To Improve Contextual Capabilities

Cross-device programmatic advertising flat vector concept. Online marketing target on multi device and gadgets - laptop, Tablet PC, mobile phone and smart watch
SHARE
THIS



Integral Ad Science (IAS) has announced that Xandr’s buying platform, Xandr Invest, now offers IAS’s contextual targeting and contextual avoidance capabilities across all programmatic buying.

Available globally, advertisers using the Invest DSP can access IAS’s curated list of 300+ contextual segments to target suitable content and optimize their programmatic campaigns on a pre-bid basis.

“Programmatic growth continues to surpass expectations, and by partnering with Xandr we’re helping more advertisers achieve even stronger results for their campaigns with the latest contextual tools,” said Lisa Utzschneider, CEO, IAS. “Context has never been more relevant for marketers in the current ad landscape, and now they have more control to ensure the most suitable contextual adjacencies for their campaigns directly within Xandr’s Invest DSP.”

A recent IAS study showed that 80 per cent of consumers find ad messages related to adjacent content impact their perception of the brand. With Context Control, IAS offers programmatic buyers within Xandr’s Invest DSP unprecedented precision to target content that is contextually relevant to their campaigns and avoid content that is unsuitable for their brand, all while achieving the necessary scale. These tools are initially available for campaigns in English, French, German, Italian, and Spanish, with additional languages coming soon. This integration expands on IAS and Xandr’s existing relationship which includes brand safety, fraud, and viewability controls.

“We see more marketers leaning into contextual targeting and avoidance today, which makes our expanded work with IAS all the more relevant,” said Dylan McBride, Head of Global Partnerships, Xandr. “Our advertisers are looking for the transparency and controls to run their campaigns alongside trusted content, and that’s exactly what IAS provides.”

 

Please login with linkedin to comment

IAS

Latest News

The Australian Publishes List Of 100 Game Changers In The Arts
  • Media

The Australian Publishes List Of 100 Game Changers In The Arts

The Australian, Australia’s leading national news brand, today published its inaugural edition of The List: Arts and Culture as a gloss large format magazine and on theaustralian.com.au. The Arts and Culture List reveals the top 100 identities shaping Australia’s cultural future, from painters to philanthropists, musicians to cultural leaders and dancers to authors. Edited by […]

Blooms The Chemist Comes Up With Creative New Media Portal To Handle Its Physical And Digital Campaigns
  • Campaigns
  • Technology

Blooms The Chemist Comes Up With Creative New Media Portal To Handle Its Physical And Digital Campaigns

Blooms The Chemist is digitising how it manages owned media, rolling out a dedicated supplier media portal capable of managing in-store and online campaigns across its 110+ pharmacies. The Australian pharmacy sector has seen significant growth, accelerated by the COVID-19 response. At the peak of the country’s pandemic, retail pharmacy sales surpassed $800 million, up […]

McDonald’s New Coffee ‘Australiano’ Gets Roasted For Appropriating Indigenous Ingredients
  • Campaigns

McDonald’s New Coffee ‘Australiano’ Gets Roasted For Appropriating Indigenous Ingredients

A new coffee on McDonalds’ McCafe menu dubbed the “Australiano” – conceived and launched by DDB Sydney – has come under fire for attempting to ‘colonise’ foods that belong to First nations people. The Australiano is produced through a combination of chai, McCafe’s traditional coffee beans and the native Australian wattleseed and will be available […]

Ellen DeGeneres Closes Out Her Show By Revealing She Couldn’t Say The Word Gay
  • Media

Ellen DeGeneres Closes Out Her Show By Revealing She Couldn’t Say The Word Gay

Ellen DeGeneres’s long-running talk show has wrapped and in the final episode, the comedian revealed when the show started she wasn’t allowed to say the word gay on air. DeGeneres revealed that “Twenty-five years ago, they cancelled my sitcom because they didn’t want a lesbian to be in prime time once a week. So I […]

IDC And Data.ai Study Shows Mobile Vs. Console Gamer Gap Is Getting Even Bigger
  • Technology

IDC And Data.ai Study Shows Mobile Vs. Console Gamer Gap Is Getting Even Bigger

data.ai (formerly App Annie), the first unified data ai company, today in partnership with IDC, released the Gaming Spotlight 2022 report. Powered by Game IQ, the report reveals that mobile gaming represents 61 percent of the overall gaming market which is set to hit $222 billion in 2022. The report reveals that mobile gaming is […]

Nielsen Teams Up With TikTok To Unleash Greater Potential On Worldwide Marketing Insights
  • Campaigns
  • Technology

Nielsen Teams Up With TikTok To Unleash Greater Potential On Worldwide Marketing Insights

Nielsen, a global leader in audience measurement, data and analytics, has been selected to participate in TikTok’s Media Mix Modelling Program. TikTok’s program brings together leaders in media mix model marketing measurement to drive reporting consistency and quality for advertisers globally, allowing advertisers to gain more insights into the impact of marketing on the short-form […]

Emplifi First Quarter Report Shows Investments On Ads Are Up But User Engagement Is Flatlining
  • Marketing

Emplifi First Quarter Report Shows Investments On Ads Are Up But User Engagement Is Flatlining

Emplifi, the leading unified customer experience (CX) platform, today revealed the findings of its Q1 2022 analysis of social media spend across thousands of brands worldwide including those in Asia Pacific (APAC). While overall social media ad spend decreased in the first quarter following an impressive holiday showing, it remains significantly higher than a year […]

WPP’s Wavemaker Snares Audible’s $700 Million Media In Global Win
  • Media

WPP’s Wavemaker Snares Audible’s $700 Million Media In Global Win

Audible, a leading creator and provider of premium audio storytelling, today announced that Wavemaker will be its new agency of record  for paid media worldwide, effective May 25th, 2022. Audible reportedly spends about $US500 million annually on advertising and a reported $A50 million here in Australia. Audible, an Amazon company, is headquartered in Newark, New […]

Ogilvy Unveils NSW Government’s Latest COVID PSA “Little Things”
  • Campaigns

Ogilvy Unveils NSW Government’s Latest COVID PSA “Little Things”

Ogilvy’s latest campaign for the NSW Government, “Little Things”, dramatises the idea of the little things that everyone should be doing to make a big difference to COVID safe life this winter. The OLV, social, radio, digital and OOH campaign was brought to life by creating miniature worlds, where COVID safety objects became the hero […]

Reconciliation Australia Launches National Reconciliation Week Campaign Via Carbon Creative
  • Campaigns

Reconciliation Australia Launches National Reconciliation Week Campaign Via Carbon Creative

Reconciliation Australia and Carbon Creative will launch National Reconciliation Week 2022 tomorrow, Friday, 27 May (running through to 3 June) with the theme ‘Be brave. Make change.’ The theme and campaign, developed by social change creative agency Carbon Creative in collaboration with emerging Torres Strait Visual Artist Tori-Jay Mordey, challenges all Australians—individuals, families, communities, organisations, […]

Pearman Media Appoints Tara Lamond As Group Business Director
  • Media

Pearman Media Appoints Tara Lamond As Group Business Director

Pearman Media has announced the appointment of Tara Lamond as group business director. “With experience on both the media and agency sides, including a stint in London, Tara brings a wealth of advertising and media expertise to this role, and we are thrilled to welcome her on board,” said Pearman Media founder and managing director, […]

Beyond the Rainbow: How Brands Can Better Connect with LGBTQIA+ Consumers All Year Round
  • Opinion

Beyond the Rainbow: How Brands Can Better Connect with LGBTQIA+ Consumers All Year Round

In this guest post, Jonathan Munschi (pictured below), head of sales for Twitter Australia, says initiatives such as Mardi Gras and Pride month give brands the ideal platform to connect with the LGBTQIA+, but, Munschi asks, why ignore the rest of the year? It’s time for brands to rethink their approach to LGBTQIA+ inclusive marketing. […]

Opinion

by B&T Magazine

B&T Magazine
Today Is National Sorry Day
  • Media

Today Is National Sorry Day

B&T would like to take time out from the usual programming to acknowledge National Sorry Day today.

‘The Sims 4’ Now Lets You Use Your Own Pronouns For Your Characters
  • Technology

‘The Sims 4’ Now Lets You Use Your Own Pronouns For Your Characters

The latest entry in EA and Maxis’ life simulation series, The Sims 4, has released a new update which allows players to customise their character’s pronouns. This new feature is available only in the English version of the game for the time being, with the developers saying that they will soon release it for other […]

Former Havas Head Of CX Michaela Aguilar Joins Martech Firm Acoustic
  • Technology

Former Havas Head Of CX Michaela Aguilar Joins Martech Firm Acoustic

Acoustic, a marketing cloud, digital experience and lifecycle pricing and promotion technology solution provider, announced today that Michaela Aguilar has joined the team as head of business partnership ecosystem. In her new role, Aguilar will be responsible for business development and expansion, working with partners and the Acoustic team to create new revenue opportunities in […]