Integral Ad Science (IAS), the technology and data company that lets the advertising industry effectively influence consumers, today announced that AOL has integrated IAS video viewability pre-bid targeting into the ONE by AOL platform.
Today’s announcement expands the two-year old relationship between the companies and underscores their commitment to ensuring that advertisers and publishers have the tools required to most effectively target their video ad campaigns. The IAS performance-matching video viewability targeting allows advertisers to select, and achieve, viewability thresholds at 40 per cent+, 50 per cent+, 60 per cent+, and 70 per cent+.
“At AOL, we are firmly committed to raising the quality of content and ad experiences by providing advertisers and publishers the tools to create greater intelligence, transparency, and control,” said Tim Mahlman, president, AOL Platforms.
“Integrating with trusted partners like Integral Ad Science helps us do just that. Today marks an important step in a two-year integration with IAS, and we’re proud to now offer their full suite of brand safety, anti-fraud, and viewability tools across video and display.”
An open, multi-channel programmatic platform, ONE by AOL delivers a holistic view of marketing spend and performance across all screens, a powerful capability in today’s advertising ecosystem. When customers pair ONE by AOL with IAS’s proprietary technology, they can efficiently and seamlessly purchase viewable, fraud-free advertisements and get MRC-accredited viewability reporting across their display and video campaigns.
As advertisers grapple with finding and targeting the right audience on the right device, and ensuring campaigns are actually being viewed, this partnership provides them with the tools to utilise campaign data in a more meaningful way.
The companies began their relationship in 2014 when AOL integrated IAS ad fraud detection capabilities. When AOL launched the ONE by AOL platform last year, IAS became one of its original partners, providing the industry’s most robust capabilities on the platform.
“IAS analyses billions of media quality metrics each day to ensure we’re providing our partners with the most accurate information, enabling them to supply the best campaign analysis to their clients,” said Scott Knoll, CEO at IAS.
“This expanded relationship with AOL addresses the massive industry demand for solutions that go beyond simply ensuring that ads are viewable, to instead ensuring that ads are viewed by the appropriate audience on the right device.”