By Luís Daniel Rijo in Video News — Aug 11, 2021

Integral Ad Science buys Publica

Integral Ad Science yesterday announced the acquisition of Publica for $220 million, 75% in cash and 25% in stock. Publica is a connected TV (CTV) advertising platform.

Integral Ad Science acquires Publica

Integral Ad Science yesterday announced the acquisition of Publica for $220 million, 75% in cash and 25% in stock. Publica is a connected TV (CTV) advertising platform.

IAS’s CTV offerings will now include Publica’s unified auction, over-the-top (OTT) header bidding for programmatic buying, audience management, campaign management, server-side ad insertion (SSAI), ad pod automation, and analytics.

Publica delivers over 3 billion ads on CTV every month.

“Advanced data and technology will fuel the future of addressable CTV advertising. Now video publishers can increase their revenue, and in the future we will help advertisers with a trusted way to measure the results of their growing CTV budgets. In fact, Publica reports that publishers using its platform have seen on average a 30% lift in yield for their CTV inventory. I welcome Ben and the Publica team as we innovate together to increase CTV advertising quality and impact,” said Lisa Utzschneider, CEO, IAS.

IAS is now planning to introduce a brand safety and suitability solution for CTV advertisers and publishers in the coming months, bolstered by Publica’s existing platform and CTV content data.

PPC Land is an international news publication headquartered in Frankfurt, Germany. PPC Land delivers daily articles brimming with the latest news for marketing professionals of all experience levels.

Subscribe to our newsletter for just $10/year and get marketing news delivered straight to your inbox. By subscribing, you are supporting PPC Land.

You can also follow PPC Land on LinkedIn, Bluesky, Reddit, Mastodon, X, Facebook, Threads, and Google News.

Know more about us or contact us via info@ppc.land

Our latest marketing news:

Subscribe via email