Integral Ad Science, the leader in quantifying digital media quality, today launched the industry’s first pre-bid targeting segment for mobile in-app brand safety. The 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 are now available within the AppNexus platform.
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 will boost brand safety and overall media quality for in-app mobile advertising.
“Reaching consumers on their mobile devices doesn’t have to be risky anymore,” said Scott Knoll, CEO of Integral Ad Science. “Relying on brand safety targeting, brands can be confident that their brand stories will be heard in the right environment, avoiding inappropriate apps, such as gambling, piracy, or illegal drug apps.”
Advertisers can utilize 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.
About Integral Ad Science
Integral Ad Science is a technology company focused on ensuring safe, quality media environments for online advertisers. Employing the industry’s only media valuation platform, Integral Ad Science evaluates the media environment and establishes a TRAQ Score (TRue Advertising Quality), a first-of-its-kind, quantifiable measure of media quality that ultimately benefits every media buyer, seller, publisher and trading platform. TRAQ Score supports an advertiser’s ability to plan, execute and target their audience in an environment that reflects their brand image and drives ROI, while simultaneously setting benchmarks for publishers who wish to improve the quality of their content and design to attract premium advertisers. Integral is headquartered in New York with operations in San Francisco, Chicago, Washington DC, London, Berlin, Sydney, Melbourne, Tokyo, Singapore and Paris. Learn more at www.integralads.com.