PubMatic, the marketing automation software company for publishers, today announced Brand Shield for Buyers, a malware, brand safety and fraud solution that allows media buyers to set customized risk tolerance levels and filter ad impression opportunities according to their preferences. In addition, the company announced that it is working with Integral Ad Science (IAS), a leading solution provider for fraud detection and protection and viewability, that will help media buyers to increase campaign performance by bidding on fraud-free, viewable impressions.
“We’ve seen an increase in the number of buyers that are self-policing the inventory they’re bidding on, making statements about inventory quality with their wallets,” said Rob Jonas, Global Chief Revenue Officer at PubMatic. “At PubMatic, we believe in providing both the premium publishers on our platform and the media buyers bidding on their inventory with a safe environment. Brand Shield for Buyers represents a significant step in combating fraud and suspicious activity, and is the first solution to give buyers a way to set their own individual thresholds for inventory quality so they can truly bid with confidence.”
Fraud and viewability remain ardent concerns for buyers in the digital media and advertising industry. According to a survey conducted by Integral Ad Science, 69% state that media quality is a top priority in their organization, with ad fraud (89%) and viewability (86%) at the top of the list. The concern is validated by Integral Ad Science’s Q1 2015 report indicating that fraud levels at networks and exchanges are 16.5% while viewability is at 41.8%.
“PubMatic’s Brand Shield solution for buyers is a great step towards enabling buyers to take charge over their inventory quality,” said Michael Iantosca, Chief Revenue Officer at Integral Ad Science. “We offer the most advanced technology for both fraud detection and protection as well as viewability measurement, and we are proud to make it available to PubMatic’s clients.”
The benefits of PubMatic’s Brand Shield for Buyers include:
・Increased campaign performance. IAB-based Contextual Categorization, domain-level publisher URL transparency, and the ability to dial buyer risk tolerance levels to filter out ad impressions and improve campaign revenue performance results.
・Buying with confidence. PubMatic’s Brand Safety Scores, which assign safety level scores to publisher inventory, IAB Bot List support, and Inventory Quality filtering providing peace of mind that comes with the knowledge that buyers can avoid bidding on fraudulent impressions.
・Streamlining with a single solution. Solves multiple pain points with one solution by enabling publisher whitelisting through Integral Ad Science, global supply block lists, and in the future access your IAS viewability scores as well.
To find out more about PubMatic’s Brand Shield for Buyers, visit www.pubmatic.com, or schedule a time to meet with the PubMatic team at Cannes Lions this week in the Sean Connery Suite of the Carlton Hotel, located on the main Croisette in Cannes.
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, London, Berlin, Sydney, Melbourne, Singapore and Paris. Learn more at www.integralads.com.
PubMatic is the marketing automation software platform company that powers the programmatic advertising strategy of publishers. Through workflow automation, real-time analytics and yield management, PubMatic enables publishers to make smarter, faster decisions that drive revenue and streamline operations. The company’s software solution provides a global roster of comScore publishers with a single view into their advertiser relationships across every screen, every channel and every format. PubMatic was ranked by Deloitte as one of the fastest growing companies in the US Internet sector for the third consecutive year in 2014. The company has offices worldwide, and is headquartered in Redwood City, California.
PubMatic is a registered trademark of PubMatic, Inc. Other trademarks are the property of their respective owners.