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.
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.
. Written by Luís Daniel Rijo. Follow PPC Land on LinkedIn.
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