By Luís Daniel Rijo — Dec 23, 2019

Adelphic integrates IAS custom keyword optimization pre-bid

Adelphic DSP last week announced that integrated pre-bid custom keyword optimization from Integral Ad Science (IAS). Adelphic says is among the first to market with this solution that ensures advertisers can avoid specific keywords within a URL string, improving brand safety and reducing wasted spend on undesirable inventory.

According to Adelphic, advertisers can now optimize their programmatic campaigns with pre-bid by avoiding specific keywords. “IAS’s custom keyword pre-bid solution is invaluable to advertisers because it efficiently eliminates wasted impressions,” said Mike Kim, VP of Product Management at IAS. “Adelphic is a longstanding partner, and we’re excited to offer advertisers another way to ensure they are only targeting brand suitable environments.”

According to IAS global advertiser data, there is an average of 487 keywords on a single keyword blocklist, with several advertisers utilizing multiple lists per campaign. Last year, IAS blocked 9.8 billion impressions due to keyword brand safety concerns. With the introduction of the custom keyword pre-bid solution, the number of wasted impressions is expected to decrease, maximizing reach campaign effectiveness.

“We’re invested in building better brand safety solutions in Adelphic for our customers,” said Jon Schulz, CMO Viant. “With IAS’s new Custom Keyword Pre-bid Solution offering, our advertisers can better optimize their campaigns and ensure spend is dedicated to trusted and brand approved content.”

Last month, IAS acquired ADmantX, a contextual solution.

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