Integral Ad Science (Nasdaq: IAS) has expanded its collaboration with Microsoft Advertising to offer post-bid third-party brand safety, suitability, viewability, and invalid traffic measurement. This includes Microsoft’s advertiser solutions like the Microsoft Advertising Platform and Microsoft Invest. Advertisers can now access verification reporting on Microsoft’s audience data, including in-market audiences.
The enhanced collaboration offers advertisers insights to engage with verified users and align with brand-safe content through IAS Signal. They can verify media quality and assess global campaign performance using IAS metrics for a unified view.
Lisa Utzschneider, CEO, IAS said, “With this first-to-market collaboration, IAS and Microsoft Advertising are driving greater value for our mutual advertising customers, bringing actionable data through independent verification that delivers real outcomes for advertisers. Using IAS’s differentiated data, advertisers can have confidence they are driving results, reaching real people, and protecting their brand equity to maximize campaign performance.”
Advertisers can use IAS’s measurement solutions to assess the effectiveness of their campaigns on Microsoft Advertising, which covers Microsoft’s inventory and partnerships in native, video, display, and CTV.
Through Microsoft Advertising Platform, businesses can leverage Audience ads on Microsoft sites like MSN, Bing, and Outlook, along with third-party publishers, to reach their ideal audience through display, native, and video ads using Microsoft AI technology.
Microsoft Invest allows advertisers to reach audiences across various screens programmatically using an enterprise-level DSP with expansive CTV publisher supply. The platform’s integrated advantage and emphasis on data-driven performance offer flexible transaction options via outcome-based buying, programmatic guaranteed, and leading deal curation features.
With Microsoft’s proprietary audiences in Microsoft Invest, advertisers can reach over 1 billion users programmatically, accessing unique data sources for better campaign performance.
Kya Sainsbury-Carter, Corporate Vice President, Microsoft Advertising said, “We’re pleased to extend our collaboration with IAS to include new measurement capabilities for our customers. IAS’s technology brings new levels of insights to Microsoft’s audiences across the Microsoft Advertising ecosystem to build on and enhance our offering, as well as reaffirm our long-term commitment to protecting advertisers’ investments and brand.”
In 2020, IAS was chosen as the primary partner for brand safety on the Microsoft Advertising Network, offering pre-bid brand safety for native ads on desktop and mobile web.
