Integral Ad Science Brings Brand Safety To Mobile Apps

Integral Ad Science Brings Brand Safety To Mobile Apps
SHARE
THIS



Integral Ad Science, a key player in quantifying digital media quality, today launched the industry’s first pre-bid targeting segment for mobile in-app brand safety.

With the continued growth of in-app advertising spend, advertisers are seeking solutions that mitigate the risk of their ads showing up alongside inappropriate content. Since apps cannot be crawled like websites, Integral’s data science team has built new techniques to rank apps and assign them to its industry standard brand safety content categories.

This new solution leverages Integral’s ability to determine in-app content categories and levels of brand risk associated with each app, at scale. The segments – which are now available within the AppNexus platform – will boost brand safety and overall media quality for in-app mobile advertising.

“This is a critical step in the growth of mobile. Australians have been rapid adopters of mobile technology, but they are spending a lot of their internet time using apps,” said James Diamond, MD of Integral Ad Science Australia.

“There’s always the risk that some of these apps will include content inappropriate for many brands, such as gambling, piracy or drug use. By categorising apps we’ve removed the uncertainty, giving brands the confidence that they will be seen in the right environment.”

Advertisers can utilise mobile in-app brand safety targeting on AppNexus, the first Integral partner to integrate this important addition to programmatic buying technology. The mobile segments offer proactive solutions to target away from apps with adult content, alcohol, illegal downloads, drugs, gambling, offensive language, and violence.

“Part of our mission is to help better the digital advertising industry through technology, and bring the right ads to the right people at the right time, especially with in-app mobile,” said John Collier, senior director, platform partners, AppNexus.

“By working with Integral, a company we have partnered with for several years, we offer advertisers best-in-class solutions for increased campaign effectiveness that helps our customers get the best value for every ad opportunity across all buying channels.”

In 2015, Integral Ad Science was chosen to power the AppNexus’s Spend Protection Program (ASP), which safeguards programmatic media placements for buyers and sellers. Integral’s data will prevent participants of the program from paying for any ad found fraudulent, served on a pornographic page, or tricked by a spoofed domain. Through ASP, buyers do not have to pay for any impressions that do not meet those media quality standards.

 

Please login with linkedin to comment

einsights rafferty's garden

Latest News

AFL Legend Kevin Sheedy Narrates ‘A Love Letter To Victoria’ Via Enthral Partners
  • Campaigns

AFL Legend Kevin Sheedy Narrates ‘A Love Letter To Victoria’ Via Enthral Partners

In partnership with storytelling agency Enthral, AFL star Kevin Sheedy has voiced a video ‘Love Letter to Victoria’ using visuals to showcase the state’s natural beauty and culture. Victoria has been hit with the worst of the coronavirus pandemic compared with any other Aussie state experiencing four lockdowns. Sheedy has partnered with Ethral to share […]

Telstra’s Belong Appoints Howatson + White For Strategy & Creative, Retains OMD For Media
  • Advertising

Telstra’s Belong Appoints Howatson + White For Strategy & Creative, Retains OMD For Media

Telstra’s lower-cost telco, Belong, has awarded its strategy and creative account to Howatson + White, and has reappointed OMD to its media buying account, after a competitive pitch process. Howatson + White will handle strategy, planning, creative and CRM, while former agency Clemenger will continue to have a relationship with Belong, managing PR and retail activation. […]

Coke Releases New Campaign, ‘Turn Up Your Break’, Via Ogilvy
  • Advertising
  • Campaigns

Coke Releases New Campaign, ‘Turn Up Your Break’, Via Ogilvy

Coca-Cola Australia has rolled out its new campaign ‘Turn Up Your Break’. The campaign will be led by a TVC that encourages people to truly pause with a Coke on their break so they can walk away feeling refreshed and uplifted. The TVC features two busy chefs stepping outside for a break, the bustling kitchen […]

Nova 91.9’s Ben And Liam Locked Up In Rundle Mall To Raise Awareness For Mental Health
  • Marketing
  • Media

Nova 91.9’s Ben And Liam Locked Up In Rundle Mall To Raise Awareness For Mental Health

Nova 919’s Ben & Liam breakfast show announced that they’ll be throwing their support behind and raising awareness for a cause very close to their hearts, mental health. On Monday 21 June Ben Harvey and Liam Stapleton will be locked in a purpose-built glass structure, in the middle of Rundle Mall, for an entire week […]

iHeartPodcast Network Australia And The New York Times Agree Podcast Ad Sales Deal
  • Advertising
  • Media

iHeartPodcast Network Australia And The New York Times Agree Podcast Ad Sales Deal

ARN and The New York Times have reached an agreement for ARN to become the advertising sales representative for The New York Times’s podcast portfolio in Australia. The deal will enable Australian brands to connect with Australian listeners to The New York Times’s most popular podcasts, such as The Daily, Serial and This American Life, […]

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
  • Advertising
  • Media

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off

Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp
  • Advertising
  • Marketing
  • Media

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp

Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]