The message is clear given the vast amount of noise in the industry about the topic; marketers now expect ad tech players to work with independent third party reporting platforms. This goes beyond counting impressions and clicks, it now stretches into ad quality for all ad formats and brand safety. We are pleased to announce our partnership with Integral Ad Science (IAS) for post-bid and pre-bid solutions that address viewability and brand safety.
We receive regular daily reports on the previous day’s performance for the post-bid solution; we take an IAS pixel from the agency and add this to the ad tag. For video, the ad tag must be VPAID compliant and can only run on mobile sites and ad exchanges that support VPAID. Smadex use the daily reports to optimise the campaigns towards viewability, brand safety and other metrics.
For the pre-bid solution, we only bid on impressions that meet the pre-defined brand safety thresholds and pre-bid targeting for viewability. In addition, we utilise IAS’ technology to block suspicious activity and fraudulent impressions. The pre-bid solution will use Smadex’s IAS account to give us granular insights for optimisation purposes.
This provides advertisers with a level of trust; that ads can be verified as viewable, landing on brand safe media that is fraud free. Furthermore, working with an independent third party platform like IAS will allow advertisers to compare all their ad tech providers like-for-like against each other and industry benchmarks. It’s these common metrics that now enable advertisers to set thresholds for all ad tech providers. This helps to provide transparency and create a level playing field around which numbers are being measured and more importantly, how these numbers are being calculated.
For more information about using IAS and Smadex firstname.lastname@example.org.