Integral Ad Science

Integral Ad Science (IAS) is an American privately owned technology company that analyzes the value of digital advertising placements. Integral Ad Science is known for addressing issues around fraud, viewability, brand risk and TRAQ, a proprietary media quality score.[2][3][4]

Integral Ad Science
FormerlyAdSafe Media
TypePrivate
IndustryAd technology
Founded2009 (2009)
FounderWill Luttrell, Helene Monat, Foster Provost, Bryan St. John, Josh Attenberg, Kent Wakeford
Headquarters
New York City, New York
,
United States
Area served
Worldwide
Key people
Lisa Utzschneider (CEO)
ProductsMarketer's Edge, Trader's Edge, Seller's Edge
Revenue>$100 million ($50 million as of January 2015)[1]
Websiteintegralads.com

Integral Ad Science was founded in 2009 by Will Luttrell, Helene Monat, Foster Provost, Bryan St. John, Josh Attenberg and Kent Wakeford; with initial investment from Coriolis Ventures. It was originally named "AdSafe Media". The company is headquartered in New York City and has locations in Chicago, San Francisco, Berlin, London, Paris, Singapore, Melbourne and Sydney.[5][6]

History

Integral Ad Science started as AdSafe Media, an online ad verification company. It was founded by Will Luttrell, Helene Monat, Foster Provost, Bryan St. John, Josh Attenberg and Kent Wakeford in 2009, with initial investment from Coriolis Ventures. In 2010, AdSafe Media raised more than $7 million in Series B funding led by Accomplice.[7] In 2012, the company raised an additional $10 million in funding from Pelion Venture Partners, Accomplice and Coriolis Ventures.[8][9]

In 2012, AdSafe Media rebranded as Integral Ad Science, a media valuation company. The company evaluates the quality of online ad placements between media buyers and sellers.[2][10] Its products include Marketer's Edge for agencies and marketers, Trader's Edge for programmatic players and Seller's Edge for media sellers.[11] In 2013, Crain's New York Business recognized Integral as one of the Best Places to Work.[12]

In January 2014, Integral's ad verification technology was accredited by the Media Rating Council.[13][14] The company also raised $30 million in a Series D funding round led by August Capital.[3][15] It has raised more than $47 million in total funding.[4] In February 2014, Integral Ad Science acquired Simplytics, a UK-based mobile advertising analytics company.[4] In March 2014, the company announced international offices in Singapore and Germany.[16] The company announced Causal Impact, a ROI measurement tool for online advertising, in September 2014.[17] It was recognized on Crain's 2014 Fast 50 and Best Places to Work.[18][19]

Forbes named Integral as one of America's Most Promising Companies of 2014.[1] Integral also ranked on the 2014 Inc. 5000 list.[20] In January 2015, Integral's video ad viewability technology was accredited by the Media Rating Council.[14][21] Integral announced its expansion to Sydney, Australia in early 2015.[22] In February 2015, the company opened its Anti-Fraud Lab for research and development of fraud detection and prevention in Seattle, Washington.[23][24] In March 2015, Integral acquired Veenome, a DC-based video advertising analytics company.[25] In July 2016, Integral acquired Swarm Enterprises, a San Francisco-based bot detection company to bolster their advertising fraud detection product.[26] Integral is a member of the Interactive Advertising Bureau and works with the "Brand Integrity Program Against Piracy" initiative by the Trustworthy Accountability Group.[27][28]

In December 2018, Lisa Utzschneider was hired as the chief executive officer (CEO) of IAS. The former CEO, Scott Knoll, moved into an advisory role.

TRAQ

TRue Advertising Quality, also known as TRAQ, is an ad quality scoring system by Integral Ad Science. The system has a score of 250 to 1,000, which buyers and sellers use to value media by assessing the following metrics: brand safety, ad fraud, page content and structure, time viewed, share of view, and ad clutter among others.[13][29]

Partnerships

Integral is partnered with multiple buyers and sellers, including agency holding groups and DSP's. Integral is partnered with Nielsen, which uses its viewability measurement.[30] In August 2014, Integral partnered with TubeMogul for anti-fraud verification and viewability measurement.[31] In January 2015, MediaMath partnered with the company to use its pre-bid targeting tool, Bid Expert.[32] In June 2019, IAS announced it was partnering with Verizon and a host of connected TV (CTV) publishers, including NBC Universal and CBS Interactive, on a pilot verification program to tackle CTV ad fraud.[33]

References
  1. "America's Most Promising Companies". Forbes. 2014. Retrieved March 29, 2015.
  2. Peterson, Tim (November 29, 2012). "AdSafe Rebrands as Integral Ad Science". Adweek. Retrieved March 29, 2015.
  3. Ha, Anthony (January 2, 2014). "Integral Ad Science Raises $30M, August Capital-Led Round To Find High Quality Ad Impressions". TechCrunch. Retrieved March 29, 2015.
  4. Kantrowitz, Alex (February 11, 2014). "Integral Ad Science Acquires Simplytics To Extend Anti-Fraud Capability To Mobile". Ad Age. Retrieved March 29, 2015.
  5. Salinger, Tobias (October 21, 2014). "Ad Tech Company Inks Big West Village Relocation". Commercial Observer. Retrieved March 29, 2015.
  6. "Advertising tech firm expands to 25K sf in the Village". The Real Deal. October 20, 2014. Retrieved March 29, 2015.
  7. Rao, Leena (July 6, 2010). "AdSafe Media Raises $7.25 Million For Brand Verification Platform". TechCrunch. Retrieved March 29, 2015.
  8. Takahashi, Dean (April 18, 2012). "AdSafe raises $10M to ensure that ads go on "safe" web pages". VentureBeat. Retrieved March 29, 2015.
  9. "AdSafe Media Secures $10 Million in Funding Led by Pelion Venture Partners". MarketWired. April 18, 2012. Retrieved March 29, 2015.
  10. Joe, Ryan (August 8, 2014). "Fraud-day With Integral Ad Science: 'The Way The Industry Measures Performance Online Is Fundamentally Flawed'". Ad Exchanger. Retrieved March 29, 2015.
  11. "Integral Ad Science Granted a Patent for Ad Blocking". Market Wired. December 11, 2013. Retrieved March 29, 2015.
  12. "No. 62 Integral Ad Science". Crain's New York Business. 2013. Retrieved March 29, 2015.
  13. "Integral is Accredited for Fighting Fraud". The Make Good. February 18, 2014. Retrieved March 29, 2015.
  14. "MRC Accredited Services". Media Rating Council. Retrieved March 29, 2015.
  15. Griffith, Erin (January 2, 2014). "Integral Ad Science raises $30 million for ad policing". Pando Daily. Retrieved March 29, 2015.
  16. "Integral Ad Science Expands Internationally, Opening Offices in Germany and Singapore". Market Watch. March 3, 2014. Retrieved March 29, 2015.
  17. "Integral Ad Science Introduces Causal Impact, the Ad-Tech Industry's First Solution to Determine the Causal ROI of Online Display Campaigns". Market Watch. September 26, 2014. Retrieved March 29, 2015.
  18. "No. 7 Integral Ad Science". Crain's New York Business. 2014. Retrieved March 29, 2015.
  19. Trager, Cara S. (October 1, 2014). "Crain's names 2014 Best Places to Work". Crain's New York Business. Retrieved March 29, 2015.
  20. "Integral Ad Science". Inc. 2014. Retrieved March 29, 2015.
  21. Loechner, Tyler (February 27, 2015). "Integral Receives MRC Accreditation For Video Ad Viewability". Real-Time Daily. Retrieved March 29, 2015.
  22. "Integral Ad Science Expands Global Presence". Scoop Media. February 3, 2015. Retrieved March 29, 2015.
  23. Novak, Rebecca (February 18, 2015). "The Fight Against Fraud: Can Integral Ad Science's New Lab Help Detect Advertising Deceptions?". Native Mobile. Retrieved March 29, 2015.
  24. "Integral Ad Science Opens New Lab to Help Combat Advertising Fraud". CSO. February 10, 2015. Retrieved March 29, 2015.
  25. Liyakasa, Kelly (March 4, 2015). "Integral Ad Science Acquires Video Measurement Startup Veenome". Ad Exchanger. Retrieved March 29, 2015.
  26. Ha, Anthony (July 8, 2018). "Integral Ad Science acquires bot detection company Swarm". TechCrunch. Retrieved April 24, 2018.
  27. Loechner, Tyler (February 10, 2015). "TAG Unveils Anti-Piracy Program At IAB Leadership Meeting". Real-Time Daily. Retrieved March 29, 2015.
  28. "IAB Associate Members". IAB. Retrieved March 29, 2015.
  29. Hof, Robert (January 29, 2014). "Digital Ad Fraud Is Improving - But Many Ads Still Aren't Seen By Real People". Forbes. Retrieved March 29, 2015.
  30. "Nielsen and Integral Ad Science Launch Nielsen Online Campaign Ratings Viewability Globally". Nielsen. March 31, 2014. Retrieved March 29, 2015.
  31. "TubeMogul Enters Exclusive Partnership with Integral Ad Science For Independent Viewability and Fraud Verification". TubeMogul. August 20, 2014. Archived from the original on April 22, 2015. Retrieved March 29, 2015.
  32. "MediaMath and Integral Ad Science Join Forces to Improve Advertising Performance and Drive Marketer ROI". PR Newswire. January 20, 2015. Retrieved March 29, 2015.
  33. "IAS partners with Verizon and a host of publishers to tackle CTV ad fraud". The Drum. Retrieved 2020-03-06.

Further reading
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