New IAS Suite Measures ROI of Contextual Targeting

Digital media measurement firm Integral Ad Science (IAS) has launched a suite of reporting and planning tools called Control Panel, to enable clients to understand the value and return on investment (ROI) provided by its Context Control contextual targeting solution.

Headquartered in New York City, IAS is known for its TRAQ Scores (TRue Advertising Quality), which evaluate the quality of media environments. The firm is accredited by the Media Rating Council for impression and viewing measurement and the reporting of display and video ads across Facebook and Instagram; for its cross-platform SIVT detection (Sophisticated Invalid Traffic), and for viewable ad impression measurement.

IAS recently expanded its Context Control solutions, enabling advertisers to average more than 400 contextual segments from IAS on a pre-bid basis. The new Control Panel suite includes a 'Context Control Segment Catalog', providing discovery of all 400+ Context Control Avoidance and Targeting off-the-shelf segments in one place; and a Contextual Segment Reach Calculator, to advise on the prospective reach of IAS segments. Another feature, Contextual Targeting Reporting, offers insights into targeting segment performance, with a specific focus on viewabiity reach, and programmatic dimensions; while Contextual Targeting Profiles allows clients to bundle their desired targeting segments into one profile with a single segment ID.

Chief Product Officer Tom Sharma (pictured) says the new tool will give advertisers the ability to strategically plan, activate and optimize their targeting campaigns all within the IAS Signal platform. He adds: 'This is yet another example of our ongoing efforts to empower our customer organizations and clients to confidently lean into our contextual targeting solution while hitting campaign KPIs'.

Web site: www.integralads.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.