Integral Ad Science Buys Video Understanding Firm Context

Advertising intelligence company Integral Ad Science (IAS) has acquired Paris-based content classification company Context. Terms of the deal have not been disclosed.

Context's artificial intelligence-driven technology provides image and video classification across various digital media including social media platforms and connected TV (CTV). Based on proprietary algorithms, Context (formerly known as Reminiz) offers a video-ready solution with video-understanding capabilities for advertisers and publishers, and its Reach contextual ad platform enables the creation of contextual ad campaigns based on video inventories.

According to IAS, the acquisition builds on its own media classification and contextual targeting capabilities, with Context's technology enabling IAS to identify brand suitable content and for contextual personalization. The deal will add teams of engineers, data scientists, and data analysts located in France and Poland, while Context CEO Jack Habra will also join the IAS team.

Lisa Utzschneider (pictured), CEO of IAS, comments: 'Marketers require sophisticated contextual targeting and avoidance solutions that offer precision and flexibility, especially as the industry moves to a cookie-less world. The acquisition of Context builds on our existing capabilities and accelerates our product roadmap, particularly in video classification for social media and CTV applications, and furthers our vision of offering tailored solutions to our customers.'

Web sites: www.integralads.com and www.wearecontext.com .