IAS last week announced the acquisition of ADmantX. Integral Ad Science (IAS) says the acquisition will bring patented technology and related expertise to IAS, and relationships with brands and publishers worldwide.
ADmantX technology delivers comprehension of online content, enabling advertisers and publishers to match the ads to relevant content.
“ADmantX shares our bold and disruptive vision to use science as the foundation of building innovative and effective solutions,” said IAS CEO Lisa Utzschneider. “Adding this sophisticated contextual technology to our global product suite unlocks unprecedented contextual classification at scale, enabling precise ad targeting for marketers.”
According to IAS, with the increase of data privacy concerns worldwide, contextual relevance is becoming more important. The ADmantX organization will be integrated within IAS and the brand will be absorbed under IAS.
Last year, Grapeshot, one of the most popular contextual targeting solutions, was acquired by Oracle.