Integral Ad Science (IAS) this week announced an expansion of its measurement solutions for the Microsoft Advertising Network. This enhanced partnership empowers advertisers with independent verification and deeper insights into their campaign performance.
The collaboration integrates IAS's measurement tools within the Microsoft Advertising Network, encompassing Audience Ads and Microsoft Invest (Xandr). Advertisers leveraging this integration gain access to:
- Viewability Measurement: Verifies that ads are actually seen by real users, ensuring impressions are legitimate and not due to fraudulent activity.
- Invalid Traffic Detection: Identifies and filters out invalid clicks or impressions, preventing advertisers from wasting budget on fraudulent traffic.
- Brand Safety & Suitability Assessment: Ensures ads are displayed alongside appropriate content that aligns with brand messaging and avoids placements that could be detrimental to brand reputation.
- Comprehensive Performance Reporting: Provides detailed insights into key metrics like viewability rates, time in view, completion percentages, and invalid traffic rates. This data empowers advertisers to make data-driven decisions and optimize campaigns for better performance.
The integration of IAS's measurement solutions offers several advantages for advertisers using the Microsoft Advertising Network:
- Increased Transparency: Third-party verification by IAS fosters trust and transparency in campaign data, allowing advertisers to confidently analyze results.
- Improved Campaign Performance: By eliminating invalid traffic and ensuring brand-safe placements, advertisers can optimize campaigns for better results and maximize return on investment (ROI).
- Data-Driven Optimization: Access to comprehensive performance metrics empowers advertisers to make data-driven decisions and refine their advertising strategies for optimal results.
This expanded partnership between IAS and Microsoft highlights the growing importance of independent measurement and verification within the digital advertising landscape.