The “big 2″ in brand safety both went public this year. Over the next two weeks, AdExchanger will publish podcast interviews with both business CEOs: Lisa Utzschneider of Integral Advertisement Science and Mark Zagorski of DoubleVerify.
Utzschneider is up.
We begin with a conversation of IASs acquisition of Publica, an ad server and analytics business in the linked TV area, for $220 million. Does IAS plan to get more associated with programmatic execution, provided that Publica operates an ad server? And if so, does that conflict with its status as a neutral measurement provider?
Utzschneider acknowledges Publicas possessions outside the measurement area, and she states those items will continue to be supported. She explains them as ancillary to the core vision.
” There belong to Publicas business lines and properties that will remain different,” she states. “We wont do anything to change course in our critical function as an independent third-party verification business.”
She also explains IASs efforts to extend its brand name security measurement using to social platforms and CTV environments. The business has actually partnered with TikTok to let IAS customers do brand safety confirmation on the platforms video formats.
TikTok confirmation is in a screening phase, going reside in simply a couple of markets with strategies to roll out more widely in Q4. A similar initiative is underway with Twitter. The innovation involved scans video, image, audio and text within these walled gardens, and she describes it as the most essential current company effort.
” Its most likely among the top 3 demands I receive from brand name marketers,” she states. “Please, IAS, present a brand security and suitability solution within the live feeds of social platforms.”
Customers are pushing IAS to bring its tech to brand-new areas, however theyre also growing how they use existing tech, she says. “Our clients have actually become a lot more advanced in regards to what their needs are.”
We kick off with a discussion of IASs acquisition of Publica, an ad server and analytics business in the linked TELEVISION area, for $220 million. Does IAS strategy to get more included in programmatic execution, given that Publica operates an ad server? The technology included scans video, image, audio and text within these walled gardens, and she describes it as the most essential present business initiative.