With over 416 million monthly active Pinners and billions of searches each month, marketers have the opportunity to reach millions of consumers while they are actively seeking inspiration. Our new solution offers access to daily refreshed Viewability and Invalid Traffic reporting for mobile in-app campaigns.

With this new integration, advertisers will now have access to:

• Viewability and Invalid Traffic monitoring and reporting across promoted pins and videos for mobile in-app inventory
• Independent, third-party reporting by IAS
• Global measurement for a holistic view across entire Pinterest campaigns

Brands that create strong emotional connections with their audience can rely on a loyal fanbase and expect positive engagement. Brand relationships agency MBLM reported Pinterest at the top of the list of applications and social platforms in 2020. Accessing the millions of engaged and active consumers on Pinterest is key for brands to make these kinds of connections. Digital ad spend continues to increase, and competition for consumers’ attention closely follows. IAS and Pinterest provides innovative, up-to-date reporting aimed to help ensure brands can creatively connect with their consumers.

Want to learn more? Download the IAS + Pinterest Viewability and IVT one sheet.

The post IAS now offers viewability and invalid traffic measurement across Pinterest appeared first on Integral Ad Science.

It’s here: Experience industry-leading transparency on Netflix. As previously announced, IAS is among the first media quality partners to measure Viewability and Invalid Traffic (IVT) on Netflix, available now.

Through IAS’s global solution for Netflix, advertisers can validate the quality of their CTV and OTT media buys by ensuring ads are seen by real viewers in a fraud-free environment with our easy-to-use reporting solution.

With IAS’s solution for Netflix, advertisers can:

• Access independent, third-party post-bid Viewability and IVT reporting for Netflix
• Identify trends and optimize campaigns to drive performance based on engagement
• Get consistent measurement across media buys to understand performance

Leverage media quality with coverage where it counts on Netflix.
Download the one sheet now to get started.

The post Validate your media quality on Netflix appeared first on Integral Ad Science.

Megan Reichelt, Country Manager, Southeast Asia, Integral Ad Science throws light on the traps in advertising that marketers need to be aware of during holiday season.

As we approach the festive season, there is no escaping the shopping frenzy as well as the deals, discounts, and offers numerous brands offer to attract customers. With the arrival of the famous double-day sales such as 11/11 and 12/12 as well as Harbonas, the holiday season in south-east Asian countries presents an unparalleled opportunity for marketers to strengthen their brand with existing customers and attract new customers when it comes to digital advertising. One can witness the entire spectrum of digital advertising at work, with brands adopting different strategies to attract buyers. These shopping events act like ladders of opportunities for brands of all sizes to increase revenue. Big savings by offering lower prices, free delivery, and shopping rewards help eCommerce marketplaces yield more profit from existing customers and attract new customers simultaneously. The majority of consumers in Southeast Asia say they’ve purchased products online during the Mega Sale period. Particularly in Thailand and Vietnam, the number of first-time online buyers is high with 64% and 53% respectively.

While marketers see their campaigns play out, they must also stay alert and watch out for specific pitfalls, such as ad fraud, brand risk, brand safety, and false viewability metrics. To help protect these campaigns from such threats, IAS has developed cutting-edge solutions to make the internet a safe place for advertisers. Let’s look at a few advertising pitfalls marketers can avoid during the festive season to protect their digital ads, campaigns, and brands:

• Ad fraud is on the Rise Globally
  A new Juniper Research study has found that the value of digital advertising spend lost to fraud will reach $68 billion globally in 2022, rising from $59 billion in 2021. Ad fraud can exist in various forms, such as domain spoofing, cookie stuffing, pixel stuffing, ad stacking, ad injection, geo masking, and bots/ non-human traffic. Fraud fluctuates depending on the country and the device. IAS sees from its H1 2022 Media Quality Report (MQR) that, globally, ad fraud rates rose 10 times faster for campaigns that ran without anti-fraud protection (i.e. non-optimised). Unsurprisingly, campaigns not utilising any ad fraud mitigation strategy attract the most fraud globally.

Marketers can no longer solely rely on monitoring technologies to effectively mitigate ad fraud and using blocking technologies is the need of the hour. Working with a verification partner such as IAS becomes essential to help marketers maximise impact and create outcomes without worrying about ad spending going to ad fraudsters. For example, IAS’ industry-first solution, Total Visibility, delivers radical transparency into your programmatic media buys, while reducing media waste, providing financial transparency, and optimising programmatic buying.

• Adoption of Context-Based Strategies Help Prevent Brand Risk in Southeast Asia
  Google’s decision to postpone phasing out third-party cookies has provided marketers with a golden opportunity to build a solid foundation for the following age of digital advertising. Focused on first-party data targeting, context-based strategies continue to evolve, thus helping to counteract brand risk. Context-based strategies allow ad buyers and sellers to avoid misinformation with minimal impact on reach.

It is important to note that in countries like India, Indonesia, Singapore, and Vietnam, advertising alongside irrelevant/harmful content such as illegal downloads, offensive language and controversial content, violence, and hate speech was noticeably higher according to IAS’ MQR report. These threats were identified for advertising campaigns across desktop displays, desktop videos, and mobile web displays.

Adopting context-based strategies will help marketers to protect their brands and campaigns from being advertised next to unsuitable content. In addition, contextual targeting strategies yield more substantial consumer attention, significantly boosting brand favorability and consumer purchase intent.

IAS’ Context Control Targeting reads the entire page, leveraging sentiment and emotion to classify content more granularly at scale. This allows marketers and advertisers to reach their target audience without using cookies.

• Tapping into Quality Inventory

Video inventory is in high demand because of the trend above and the prominence of advertising on Connected TV (CTV). As OTT platforms continue to dominate viewership across south-east Asian countries, we are witnessing a rise in the number of cord-cutters. Recently, IAS ran an online survey in Indonesia to determine consumer perceptions of CTV and streaming video content consumption. The survey found that CTV has become almost universally adopted — 7 in 10 consumers confirmed they have access to a CTV device.

With the upcoming world cup soccer competition followed by a festive buying season, marketers must optimise towards quality inventory. Working with trusted partners and marketplaces that provide quality will help marketers make the most of their campaigns. Focusing on video to drive effective, meaningful interactions and increase engagement through mobile devices will be key. Adopting effective solutions to mitigate these challenges becomes the next step to ensure you get the most value for your ad spends. The first step is checking whether your ads are seen in fraud-free, brand-safe, and suitable environments.

Views expressed are personal.

This article was first published on Medianews4U.

The post Advertising Pitfalls Marketers Need to be Aware of During the Holiday Buying Season in Southeast Asia appeared first on Integral Ad Science.

Netflix and IAS are joining forces to provide industry-leading global transparency to Netflix’s upcoming ad-supported platform. With this integration, IAS will be among the first to measure Viewability and Invalid Traffic (IVT) on Netflix’s highly anticipated new platform, available in early 2023.

Maximise engagement through insights and make every impression count on Netflix with IAS. With our upcoming solution, Netflix advertisers can access:

• Independent, third-party Viewability and Invalid Traffic verification
• Reporting within IAS Signal with actionable insights to expand CTV inventory
• Consistent verification across media buys to understand and optimisNetflixe engagement

Access Netflix’s valuable CTV inventory with confidence. Download the one sheet to learn how IAS can validate your media quality on Netflix in Q1 2023.

The post IAS brings media quality to Netflix appeared first on Integral Ad Science.

20 million – the number, by itself, is eye-catching; however, it is all the more impressive when we know that there are 20 million Connected TV (CTV) households in India. Roughly, this means there are 100 million customers. By 2025, India is estimated to have 80 million CTV households. In a day and age where brands are desperately trying to target customers, build a connection, and boost their brand image, CTV offers a platform like none other. For example, viewing on CTV is 2x longer compared to desktop & mobile. Despite these impressive numbers, CTV commands under 10% of overall ad spending and around 25% of the online video spending. Consumers spent significantly more time streaming content on CTV devices during stay-at-home guidance, which will only continue. This presents an opportunity for marketers to shift to a more efficient, data-driven approach to reaching audiences.

Before marketers jump at this exciting proposition, it is essential to understand how ad campaigns can be optimized for better efficiency and measurability so that marketers can continue to invest confidently.

Growing CTV Viewership Provides More Opportunities for Advertisers in 2022 and beyond

In India, the cable industry is losing about a million subscribers every month. In the quarter ending March 2022, the DTH operators lost 1.6 million subscribers, according to the Indian Telecom Services Performance Indicators report by the Telecom Regulatory Authority of India (TRAI). With so many subscription-based OTT services available to choose from, consumers are facing CTV subscription fatigue, giving rise to Advertising-based Video on Demand (AVOD). The consumer is less willing to shell out for streaming subscriptions; instead, they’re adopting ad-supported services that are available for free at a rapid pace.

A prime example of this is Netflix’s recent announcement of launching an ad-supported subscription tier that will charge advertisers a sky-high USD 65 as their CPM for every 1,000 views. This trend suggests that CTV, and particularly ad-supported streaming, will see unprecedented growth in the year ahead, with an expanding audience that is no longer reachable on cable TV.

CTV platforms provide a unique opportunity for consumers and advertisers alike. Consumers have the flexibility to choose content, and the provider, at their disposal. On the other hand, for advertisers, CTV provides an opportunity for better-targeted advertising and more engagement. With the boost in CTV viewership comes more ad inventory and significant brand opportunities. Marketers find the right way to connect with these audiences and use digital media quality solutions to understand their campaigns.

When it comes to advertising in any form, measurability is key; however, knowing what to measure becomes even more important. Let’s look at three key challenges when it comes to CTV advertising:

1. CTV Ads Play When the TV is Off

   A recently published study by GroupM revealed that 17% of impressions delivered through CTV streaming devices such as dongles, gaming consoles, and dongles/ sticks are delivered while televisions are off. This is observed in CTV devices or apps with their own power source, where the device might still be on when the TV is turned off, so ads play but are never seen on screen. Since viewability cannot be measured with conventional tracking methods on CTV, given the lack of VPAID support in this environment, this creates an added challenge.

At IAS, we have carefully thought of such challenges that advertisers face and developed a solution where we tailor viewability measurement to CTV by leveraging quartile completions. We even go a step further and perform extensive testing (for each Device/OS, App, Ad Length, and Beaconing Type), during which our engineering team validates:

• that ads constantly deliver with 100% of the pixels on the screen
• those ads cannot be skipped or fast-forwarded
• that ads stop playing when the TV screen is off

We only validate CTV apps for Rendered Impressions if they meet all these criteria, so you can be sure that if an impression is “Rendered” it has been actually seen. Impressions served to users who have stopped interacting with the CTV media content are no longer considered “Rendered.”

2. Ad Fraud is High in CTV Campaigns

   32% of agency/ marketing professionals consider ad fraud a leading challenge for CTV. Since the CTV environment is still new and growing in the advertising space, higher levels of ad fraud can be expected across less transparent and long-tail inventory.

As CTV consumers and ad spending continue to grow, we will see more and more tools to combat ad fraud. Currently, IAS is the first and only partner to work directly with the largest video publishers to validate that video ads are played to completion, free from invalid traffic, on CTV. Our close relationships with publishers allow us transparency into inventory so that we can properly identify signals that are known and unknown.

3. CTV Ad Measurement is Critical for Driving Savings

   CTV delivery costs can be as high as $40 CPM. When you compare that with the IAS rate for CTV standard measurement, i.e., $0.08 CPM, you notice that the verification costs are minuscule compared to overall spent, and more significantly compared to the savings that you could make by avoiding fraud, tv off wastage and potential brand safety breaches.

As CTV becomes even more mainstream this year, brands need to ensure a return on their investments. Always start with the data, measuring CTV inventory for viewability and completion rates to make sure campaigns are driving the expected impact.

The article was first published in Agency Reporter.

The post Measuring what matters on Connected TV appeared first on Integral Ad Science.

Did you know that two-thirds of the U.S. population listens to digital audio every week? When it comes to consumers’ listening habits, it’s time to face the music – audio is evolving, and the advertising industry is following suit.

So as audio skews even more towards digital, how can advertisers best follow the ears of consumers and ensure media quality in their digital audio ad placements?

In our latest research, IAS partnered with YouGov to understand media experts’ perceptions on the current state of digital audio advertising and determine areas of opportunities for media quality in audio. Here’s a sneak peek at what we found:

• 93% of media experts are likely to use a form of digital audio advertising
• 63% of media experts see audio as both a brand and a performance driver
• 87% of media experts are concerned about ad fraud in audio

Download the full research, Amplifying Media Quality in Digital Audio, to find out how media experts are approaching the rise of digital audio – and how this growing format can turn up the opportunities for your brand.

The post Amplifying Media Quality in Digital Audio appeared first on Integral Ad Science.

2022, when compared to 2021, will see advertising continue working to regain some pre-pandemic normalcy. In another sense, it was revolutionary — some fads fomented into real change, and ways of consuming digital media were shifting in seemingly permanent ways. In short, our industry learned to expect the unexpected.

This year, we invite you to explore the 2022 Industry Pulse and join us in helping publishers and advertisers anticipate, innovate, and excel in 2022.

Some key priorities we found that will guide the year forward are:

• Social platforms are poised to be on the top of the priority list for India, to harness the growing popularity of user-generated content and the growth of influencer marketing, with Mobile (77%) ranked as the top priority, followed by Social media (71%) and Digital video (64%),
• With mobile video streaming, consumers gain faster 5G mobile connections — but the threat of ad fraud looms. 78% of India media experts agree that threats such as ad fraud will be a greater concern to their online campaigns, especially across mobile environments this year.
• Respondents cited insufficient transparency (65%) and eroding consumer trust (62%) as key factors to adjusting their ad spending in 2022.

Interested in finding out more? Download the 2022 India Industry Pulse Report.

The post 2022 India Industry Pulse Report appeared first on Integral Ad Science.

Our latest Quick Bytes videos have arrived!

At IAS, we are always looking at ways to not only enhance technologies for our customers, but also widen the understanding of the latest developments in digital advertising.

To help you stay up to date on the latest innovation, we bring you Quick Bytes, a series of short videos that give you a quick guide to the latest developments. Our fourth video covers Ad Fraud.

Increased adoption and innovation pushes platforms forward, but also creates challenges around ad fraud. Ad fraud costs advertisers billions of dollars.

Ad fraud persists because bad actors continue to create new ad fraud schemes, looking to exploit technology vulnerabilities and motivated by the chance to profit from them. Put simply, fraudsters follow the ad dollars, especially in new environments that may lack standards and advanced measurement.

There are many types of ad fraud where bots are used to prevent delivery of ads to real people. Fraudsters are becoming more sophisticated and using Artificial Intelligence (AI) and Machine Learning (ML) techniques to perpetrate fraud. They are being programmed to appear as human as possible – intentionally watching videos online or clicking on ads. As a result, more accurate and sophisticated tools for detection are needed.

IAS takes a unique approach to detect and combat ad fraud and ensures ads are seen by real people. We combine extensive data analysis, sophisticated machine learning techniques, and reverse engineer malicious code. And with the IAS Threat Lab, elite bot-catching team, detecting and mitigating ad fraud risks across digital ad industry, we uncover even the most sophisticated bots.

A multilayer approach utilizing the best of both worlds – both human rules and ML – results in an effective detection and mitigation of ad fraud. Partnering with digital ad verification companies, such as IAS, that provide the latest technologies in combating fraud is paramount to ensure ad spend is invested to reach real people.

Our latest Media Quality Report shows the major difference robust defences can make in fending off fraudsters. It showed that global ad fraud rates for optimised campaigns were 1% or below across all ad environments, landing between 0.3% and 1%. In fact, advertising campaigns that did not incorporate a form of fraud mitigation strategy encountered levels of ad fraud up to 13x higher worldwide than those that did.

IAS is committed to remaining on the forefront of this new technological revolution and to making sure that our customers and the industry remains educated about the potential of these technologies to fight ad fraud and help marketers not lose out to wasted ad spend.

Watch the Quick Bytes video here and discover how IAS’s leading ad fraud detection and prevention protects premium publishers from ad fraud and saves the world’s top advertisers’ ad spend from being wasted.

To watch all our Quick Bytes videos, go to the YouTube playlist.

If you want to discover more on how IAS is shaping the future of digital ad verification, check out our Toolkits or more content from our Insider.

The post Quick Bytes Video: Ad Fraud appeared first on Integral Ad Science.

Digital ad fraud is a global, multi-billion dollar detriment to digital campaigns across all channels. Therefore, it is critical that marketers learn how to defend their brand.

Ad fraud is defined as any deliberate activity that prevents the proper delivery of ads to the right people, at the right time, in the right place.

Discussing ad fraud can be a tough topic to tackle, especially if your audience is new to the world of ad fraud. To help facilitate the conversations with your internal and external stakeholders, the Integral Ad Science (IAS) team has put together a checklist that you can use to discuss how your brand can proactively prevent ad fraud:

Interested in learning more about ad fraud? We’re here to help! Our Ad Fraud Essentials guide will make this complex topic more easy to understand and discuss.

This guide provides:

• An overview of the different types of ad fraud
• A deeper dive into bots and botnets
• Methods for identifying and fighting ad fraud
• Steps you can take to protect yourself

Download this fantastic guide today!

The post A Marketer’s guide to digital ad fraud appeared first on Integral Ad Science.

To help you stay up to date on the latest innovation, we bring you Quick Bytes, a series of short videos that give you a quick guide to the latest developments.

Our first video tackles Artificial Intelligence (AI) and Machine Learning, and how these are no longer technologies on the horizon but tools that help to optimise advertiser’s digital ad campaigns every millisecond and additionally help publishers to further monetise their inventory.

AI and Machine Learning have become beneficial tools widely available for digital advertisers and publishers today.

Watch the Quick Bytes video here and discover how IAS uses Machine Learning technology to power the world’s leading ad verification solutions.

The post Quick Bytes Video: Artificial Intelligence use in advertising appeared first on Integral Ad Science.