Yahoo Expands Partnership With Near Across APAC
Yahoo has extended its partnership with a privacy-let data intelligence provider Near to the APAC region for accurate campaign measurement and attribution, as well as an offline-online view of audiences.
How Is This Alliance Beneficial?
The expansion comes off the back of Yahoo’s partnership with Near in Australia and New Zealand which launched in 2020. It delivered strong results for Yahoo in the region. Yahoo will incorporate Near’s privacy-by-design data set of people’s real-world behavior and artificial intelligence capabilities into its DSP, strengthening Yahoo ConnectID and Next-Gen Solution identity services.
The capabilities of Near’s unique location intelligence data are combined with Yahoo’s omnichannel demand-side platform (DSP) and a suite of identification solutions for cookieless advertising in this partnership. The following are some of the advantages of this partnership:
- Yahoo’s APAC relationship with Near will deliver a unified perspective to advertisers, bridging the gap between online and offline targeting, attribution, and measurement.
- Brands can now track all digital marketing delivered through Yahoo’s ad platforms, regardless of channel or creativity, with online engagement or in-store traffic within the same campaign.
- When connecting the dots in omnichannel audience activation and campaigns, this benefit will be crucial for advertisers to find incremental audiences and create the right channel mix.
Forty advertisers have adopted the integration into their campaigns. One such example is BIG W’s ‘Toy Mania’ Artificial Reality (AR) omnichannel campaign captured a 48% uplift in in-store visits and a 16% lift in add-to-cart conversions from users exposed to the campaign’s ads.
And That’s What They Said
Dan Richardson, head of data ANZ at Yahoo said,
“We’ve seen increased adoption of emerging channels such as digital out-of-home and immersive formats within campaigns because this data intelligence gives marketers the confidence to target effectively, measure accurately and understand attribution across the consumer journey.”
“The benefits of Yahoo’s omnichannel DSP and our direct consumer relationship with nearly 900 million people globally, combined with Near’s rich insights and actionable intelligence, can now empower advertisers across the wider APAC region to steer the success of omnichannel campaigns.”
Shobhit Shukla, the Co-Founder, Near expressed his excitement on the extended partnership to APAC and said,
“Early successes have shown that the combination of Near’s real-world signals, Yahoo’s first-party data and omnichannel DSP give advertisers the leverage and actionable insights they need to make better decisions to drive impactful omnichannel campaigns.”
The Yahoo DSP now supports location-based targeting and measurement solutions, as well as Near’s data set, throughout APAC, which includes Singapore, Hong Kong, Japan, and India, as well as Australia and New Zealand.
Read more: Buzzfeed Integrates Yahoo’s Alternative To Third-Party Cookies
Disney+ To Roll-Out Ad-Supported Plan As Market Shy Away From SVOD
Disney announced plans to introduce an ad-supported plan for Disney+, aiming to reach 260 million subscribers by 2024. Ads will roll out in the US in late 2022, followed by international markets in 2023.
While the streaming platform has yet to reveal a price or specific roll-out date, the new tier would be easy on the wallet. It will be cheaper than the current price point for the ad-free subscription, which stands at $7.99 per month or $80 per year. Clearly, Disney went cheap deliberately to gain market share and reduce churn. Kareem Daniel, chairman of Disney Media and Entertainment Distribution said,
“Expanding access to Disney Plus to a broader audience at a lower price point is a win for everyone – consumers, advertisers, and our storytellers.”
With such a low pricing point (additionally, numerous free trials and other marketing promotions), it appears like Disney+ will struggle to make a profit as a stand-alone business by 2024, as the company has claimed.
Interesting Read: Connected TV Explained: The Essential Glossary Of CTV
A Step Towards AVOD
With consumers tired of expensive plans and service stacking, AVOD has become a popular option. Comcast research recently showed that 80% of consumers prefer ad-supported service over expensive ad-free SVOD options. Daniel further added,
“More consumers will be able to access our amazing content. Advertisers will be able to reach a wider audience, and our storytellers will be able to share their incredible work with more fans and families,”
Disney+ will join Peacock, Paramount+, and Discovery+ in offering ad-free tiers. Currently, it costs $7.99 per month and has garnered 130 million global subscribers since its launch in 2020. Rita Perro Disney Media and Entertainment Distribution president of advertising said that the Disney Plus campaign has been a hit with advertisers, not because of an increase in streaming inventory. She further added,
“Disney Plus with advertising will offer marketers the most premium environment in streaming with our most beloved brands, Disney, Pixar, Star Wars, Marvel and National Geographic…I can’t wait to share more with advertisers at the Upfront.”
It makes sense for Disney to hold out as long as possible, advertising is always the most lucrative and low-hanging fruit. While the lowest-hanging fruit is the easiest to pick, it is also the most likely to spoil the entire bunch if not handled cautiously.
Interesting Read: Clean Rooms Explained: How Marketers Can Prepare For Cookieless World
How Advertisers and Brands Are Responding To The Ukraine Crisis
Russia’s ongoing invasion of Ukraine is driving advertisers to take action. They are rapidly reassessing their creative and media spending. Brands are supporting their staff in the region and pledging to help Ukrainian citizens across the globe. From pausing ad placements to cease product sales, cut services, or halting business with Russia. Here’s a host of some big companies that began to trickle in recent days.
Accenture
The first major company in the marketing and advertising field took a definitive stance that it will discontinue doing business in Russia. In addition to its 2,300 employees, the multinational consulting company has a global innovation lab in Moscow called ‘Future Camp’. The company thanked them and vowed to support the former employees. The company has promised to help its Ukrainian colleagues around the world and their families. It will give $5 million to organizations that provide assistance to Ukrainian citizens and those seeking asylum in neighboring countries.
McKinsey & Company and Boston Consulting Group also declared today that they will no longer deal with Russian companies.
Roku
The streamer dropped a Russian-backed news channel from its channel store everywhere that including Europe and the U.S. The decision follows a similar move from DirecTV which is “accelerating this year’s contract expiration timeline and will no longer offer their programming effective immediately” amid the unfolding crisis in Ukraine.
Extreme Reach
Adtech firm, Extreme Reach has stopped distributing and delivering ads to Russian-affiliated internet and television sites. As per Adage reports, the company said, “As a global company, we are part of a global community that is weakened when any of its people are oppressed. More directly, we’re providing support to our team members who are themselves based in Ukraine or whose families and loved ones are in the midst of this unthinkable crisis.”
Microsoft
Microsoft has removed RT news’ mobile app from the Windows app store, in addition to banning all ads on Russian state-sponsored media. In a blog post, Microsoft said that they are focusing on four areas to help Ukraine. They are working on cybersecurity, state-sponsored discrimination campaigns, humanitarian aid, and employee protection.
The tech giant has paused all advertisements across products in Russia. This is relevant for ads on Search, YouTube, Display, and the move is effective immediately. It is an extraordinary step given how much of Google’s revenue is from advertising. Google blocked mobile apps connected to Russian state-run media outlets RT and Sputnik from the playstore.
Twitter also announced a similar move and said, “We’re temporarily pausing advertisements in Ukraine and Russia to ensure critical public safety information is elevated and ads don’t detract from it.”
Apple and Facebook
The tech giant has ended the sale and exports of its products to Russia. In a statement, it said, “Apple Pay and other services have been limited. RT News and Sputnik News are no longer available for download from the App Store outside Russia. And we have disabled both traffic and live incidents in Apple Maps in Ukraine as a safety and precautionary measure for Ukrainian citizens.”
Facebook’s parent company Meta has restricted access to Russian state media accounts and blocked the running and monetization of ads on their platform. It has also removed accounts that provided disinformation and targeted Ukrainians.
Spotify
Spotify, the podcast service provider has shut its offices indefinitely in Russia. It has removed all Russian-state-affiliated content.
Equinor
Norwegian energy company Equinor has had a presence in Russia for over 30 years and has decided to end the joint venture with Roseneft.
In a statement, the company said, “In the current situation, we regard our position as untenable. We will now stop new investments into our Russian business, and we will start the process of exiting our joint ventures in a manner that is consistent with our values. Our top priority in this difficult situation is the safety and security of our people.”
AirBnb
The company has suspended all operations in Belarus and Russia. It will offer free, temporary housing for up to 100,000 refugees from Ukraine. It will also partner with resettlement agencies to house Ukrainian refugees globally.
Airbnb is suspending all operations in Russia and Belarus
— Brian Chesky (@bchesky) March 4, 2022
Oracle
The software company suspended all operations in Russia. Ukraine’s minister of digital transformation requested on Twitter that the company ends its business relationship with Russia, Russian clients, and partners.
Publicis
Publicis CEO and Chairman Arthur Sadoun sent an internal memo to the holding company’s 350 Ukraine employees ensuring guaranteed salary pay for 2022. In the memo he said, “While these financial measures can only help a small part of the turbulent reality you face today, we hope it will give you some sense of security, help provide for your loved ones and allow you to plan and take back control of your lives.”
BP and Shell
Both BP and Shell will exit Russian operations.
BP is one of the largest foreign investors in the oil market. The company exited a 20% stake in the Russian oil giant Roseneft- a move estimated to cost the company $25bn. On the other hand, Shell will exit its partnership with Russian oil company Gazprom.
IKEA
The home furniture retailer has paused all its operations in Russia, and Belarus. In a statement, it said, “These decisions have a direct impact on 15,000 IKEA co-workers. The ambitions of the company groups are long term and we have secured employment and income stability for the immediate future and provide support to them and their families in the region.”
Fashion retailers like H&M, Marks & Spencers, Burberry, ASOS have halted Russian sales.
Disney, Warner, Sony, Paramount, Universal, and Netflix
Disney, Warner, Sony, Paramount, Universal has paused all their theatrical releases in Russia. Meanwhile, Netflix has stopped all the future projects in Russia.
Jaguar Land Rover and Aston Martin
The automakers halted all operations in Russia. Tata Group-owned JLR has halted car deliveries in Russia. Similarly, Aston Martin has halted stopped the exports and production of its cars in Ukraine and Russia.
Honda, Toyota, Mercedes, and Mazda have also joined the list of automakers who have stopped operations in Russia. According to Reuters, the Japanese company Toyota produces about 8,000 vehicles in Russia. Honda has suspended operations in Russia due to difficulties with payments and shipping vehicles. Mazda announced that its joint venture plant in Vladivostok would soon cease exports soon.
Visa and Mastercard
Two major card payment firms, Visa and Mastercard, have blocked numerous transactions with Russian banks. Reuters said Mastercard’s net revenues from Russia accounted for approximately 4 percent of its total revenues.
Nordea, HSBC, Mashreqbank and Raiffeisen Bank International
In a statement released by Reuters, Nordea Asset Management announced that they will liquidate all of their investments in Russian government bonds, equities, corporate bonds, and alternatives. has decided to liquidate all of its investments in Russia, including government bonds, equities, corporate debt, and alternatives. The British Bank HSBC has winded down its operations with a host of Russian banks Dubai-based Mashreqbank also halted its operations with Russian banks and Austria’s largest bank Raiffeisen Bank International is planning to exit the Russian Federation.
Siemens
Germany-based Siemen’s work on new projects and deliveries are put on hold in Russia. Russia, where the company has been active since 1852, contributes just 1 percent of sales to the company. Siemens has also ceased operations on its 1.1 billion euro contract with Russian Railways to build high-speed trains.
MSC, Maersk, CMA CGM
Shipping giants including Switzerland-based MSC, Denmark’s Maersk, and France’s CMA CGM suspended non-essentials cargo bookings to and from Russia until further notice.
AerCap
In compliance with the applicable sanctions against Moscow, the world’s largest aircraft leasing firm AerCap announced that it will cease leasing from Russian airlines. The company has 152 aircraft worth $2.5 billion in both Russia and Ukraine.
Compare the Market
Compare the Market, a UK financial comparison website, is withdrawing its long-running ad campaign featuring Russian-accented meerkats from news programs.
Hypermedia plans to introduce data measurement tools
Data is a goldmine in 2022. W group, a pioneer in the data measurement domain with its subsidiaries- Hypermedia and DigitAll leading at the forefront. The W Group will launch its data intelligence service in the UAE within the next year, offering a fully customized DOOH media experience to its 800 strategic partners and clients.
For the future of effective OOH business planning, access to trustworthy data measuring tools is critical. These solutions not only provide a guaranteed return on investment (ROI) by revealing sales insights, but they also open up a vast and varied possibility for smart experience customization.
Data is the key to providing prospective clients with unrivaled access to consumer insights, as well as ‘campaign performance reports’ that ensure a successful ad campaign. That is why Hypermedia has made significant investments in digitizing all main media assets across all of its initiatives in Dubai Metro, Malls, Outdoor, and in-store.
Philip Matta, W Group’s Chief Operating Officer expressed the excitement to be able to share the unique data measurement tools in the near future.
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Instagram Shuts Down IGTV For Longer Videos, TikTok Expands Video Length
Instagram announced the shutdown of its longer format video ‘IGTV’. The company explained in a blog post they intend to make video content “as simple as possible to discover and create”. Thus, in-stream video ads will also be discontinued. Creators that actively monetize with in-stream video ads will receive a temporary monthly payment based on their recent earnings.
The Meta-owned company is increasingly becoming video-focused and wants to integrate all video content into its main app. It is in the process of designing a ‘new ad experience’ that will allow Instagram users to earn ad revenue on Reels. Earlier this year, Instagram announced that it would “double down” on video content in 2022. Instagram reports that Reels contributes to engagement growth by pushing short videos both in the feed and with a dedicated button in the navigation menu. The initial limit for reels was 30 seconds, but that limit was extended to 60 seconds in 2021.
Meanwhile, major social media platforms continue to introduce shorter video content tools, Instagram competitor TikTok is doing the opposite.
Interesting Read: The New World Of TikTok Marketing, Everything You Need To Know!
TikTok Videos Triple In Length
In a bid to challenge rival YouTube, TikTok now lets users upload videos as long as 10 minutes. However, YouTube is promoting its short-form content “Shorts” feature. Even though this news is a big deal in the competitive world of social media, as it extends TikTok’s previous July extension to three-minute-long videos by three times, it comes at a peculiar time. An official from TikTok says the goal is to bring value to the community and enrich the user experience.
“Today, we’re excited to start rolling out the ability to upload videos that are up to 10 minutes, which we hope would unleash even more creative possibilities for our creators around the world.”
Creators will have more time and flexibility to film things like cooking demos, beauty tutorials, educational videos, comedic sketches, and more. Globally, TikTok will release the option to film longer videos in the coming weeks. Users using the latest version will be notified of the update.
Interesting Read: 5 Ad Industry Trends That Are Likely To Unveil in 2022!
Roku’s Streaming System is Clearly it’s Bonanza for Q4!
Roku’s Q4 growth in 2021 can be attributed to streaming. Roku had more than 60 million active accounts by the end of 2021, with cumulative streaming hours more than doubling from the year before the pandemic. ‘
According to Anthony Wood, Roku’s CEO and founder, Roku was the biggest streaming platform in the US, Canada, and Mexico in terms of hours streamed in Q4.
The surge in Roku’s Q4 platform growth was driven by “strong demand,” said Roku CFO Steve Louden. Louden also added how in 2021, 40% of the participating advertisers were first-timers.
Interesting Read: Roku And Shopify Collaborate, Create App For SMEs To Launch CTV Ads
As a result of increased competition in the streaming industry, Roku’s monetized video ad impressions rose dramatically (almost double) in 2021. Roku, as the market’s top content aggregator, stands to profit as content providers continue to grow and compete for users.
Roku’s DTC efforts are also proving to be successful. In Q4, its fastest-growing ad product was targeting solutions based on its unique first-party data, which helped some of its DTC clients raise add-to-cart rates.
Also Read: Connected TV Ad Fraud: Is It Real And How To Avoid It?
Connected TV Ad Fraud: Is It Real And How To Avoid It?
Connected TV (CTV) has gained exponential popularity with high-quality content and wider reach. CTV, which is commonly powered by Roku, Apple TV, Chromecast, etc., appears to be an attractive option for advertising. CTV’s inventory is attractive, especially as third-party cookies seem destined to disappear off of desktop and mobile. However, there is a drawback for those who do not conduct due diligence. Fraud is inevitable wherever the money goes in advertising. The growth of CTV content and advertisers’ investments have made it a prime target for fraudsters, presenting new ways to steal money from unsuspecting marketers.
The eMarketer study indicates that despite the threat of ad fraud, the increased consumption of content and advances in targeting and measurement have been driving advertisers’ interest in CTV. Overall, CTV ad spending will increase from $14.44b in 2021 to $29.50b in 2024.

Image Credit: eMarketer
Interesting Read: Unlock The CTV Opportunity: What The Future Looks Like
Growing Risks Of Ad-Fraud In CTV Environment
Connected TV(CTV) is an emerging trend and digital thievery takes place owing to a lack of transparency, tracking, and regulations. Demand outweighs supply and CTV ads do not provide sufficient technical visibility of ads on desktop and mobile.
The Industry Pulse Report cited, “ahead of 2020, 46% of publishers cited ad fraud as a challenge for programmatic advertising, well above the 38% of respondents industry-wide who said increasing levels of ad fraud would be a concern for automated transactions.” To understand the complete picture, let us start with the mechanism of ad fraud.
So, how does it work?
Publishers believe they have sold the standard display inventory while media buyers believe they have purchased licensed CTV video inventory. A random display ad is then shown to users at the same time as ongoing CTV video calls.
The use of spoofing allows bad actors to gain access to CTV servers, pose as real viewers within the system, and even display advertisements when none are actually present. Ad fraud is becoming more and more prevalent as television viewership rates rise.
Interesting Read: 6 Data Privacy Trends To Look Out For In 2022!
We need to consider both the business and technical characteristics that make CTV unique to understand the problem:
High Cost Per Impressions(CPM):
The CTV ad inventory presents marketers with new, high-value opportunities, but fraudsters and bad actors also have lots of reasons to capitalize on it. Due to the higher cost per impression on CTV compared to other formats, such as display, the CTV is more expensive. Therefore, the incentives for fraud are obvious. Scarcity reduces standards. Due to the low rates fraudulent publishers charge, advertisers looking for the lowest CPM – rather than the highest impact – will be placed at a greater disadvantage.
Earlier last year, a network of bots gained access to apps on over a million Android devices with the aim to display advertisements on TVs. It accounted for about 650 million bid requests a day and tricked over 6,000 CTV apps.
Verification and Measurement:
Accuracy and measurement are a challenge in CTV. The video ad serving templates (VAST) of CTV environments are almost always pure, limiting the capability of buyers to run measurement codes on the device. The telemetry in CTV compared to other forms of advertisements is less.
This prevents accurate measurement of the success of the ads. It becomes difficult to verify the impressions, whether the ad was genuinely served to a real device and watched by a human than scripted by bots. It also affects the tracking of connected TV(CTV) data.
A Double-Edged Sword-Server Side Ad Insertion
In server-side ad insertion, content and ads are combined into one video stream, enabling seamless playback on OTT devices such as Roku, Apple TV, and Fire TV. This creates a smoother user experience while ensuring the data from the buy-side ad servers stays out of the end user’s hands. Fraud schemes use server-side ad insertion to demonstrate fake inventory across a multitude of devices, apps, and IP addresses. Due to the exchange’s incapability to distinguish between legitimate users and ad scammers’ signals, the exchange sells impressions to both groups, allowing scammers to profit from advertisers.
By way of example, the LeoTerra SSAI fraud scheme, detected by Double Verify (DV) in July 2020, involves fraudulently setting up online SSAI servers and then producing CTV inventory across an unlimited number of devices, apps, and IPs.
Review SSAI
As SSAI masquerades fraudulent traffic so easily, any behavior that resembles SSAI within traffic should be studied carefully. It is not a good idea to accept supply from intermediaries that use SSAI, and equally not permit supply from publishers without expert guidance.
Interesting Read: Connected TV Explained: The Essential Glossary Of CTV
Greater Transparency Needed
Vendors should be transparent about the inventory their campaigns are running on. Often marketers do not get enough transparency and information on where their ads will run- ad position, time, and channel. Hence, there’s a high possibility that there will be quality issues or suspicious inventory will be served.
But the good news is, there is a push to adhere to the IAB transparency standard to enable buyers to determine who is receiving payments for the ad impressions. This will account for transparency and save from playing whack-a-mole.
Mitigate The Risks OF Ad Frauds
The CTV infrastructure, measurement, and verification framework require improvement. Sophisticated and advanced ad verification technologies are needed to mitigate risks. Strong integrations between CTV providers and ad verification companies can better the situation. Brand should support high-quality CTV inventory to mitigate cybersecurity risks. For successful CTV ads, brands should partner with safe, transparent, and trustworthy suppliers that effectively comprehend the nuances of CTV. Therefore, they should carry out meticulous due diligence and blocklists. Monitor the ad bid streams and data to spot any irregularities. In-depth due diligence to select a partner is prudent to avoid ad fraud. Though many businesses may look at it as a resource-intensive task, it is better than losing dollars.
Closing Words
Mark Zagorski, CEO at DoubleVerify said it rightly, “The adage holds true, fraud follows the money.” As CTV viewership grows rapidly, marketers need to be more vigilant to combat ad frauds. They should join hands with the players in the ecosystem to secure the future of the TV. device manufacturers or server-side ad insertion vendors should aim for robust security mechanisms to make it difficult for bad actors. Due diligence, strong partnerships, brand safety, and understanding of the fraud landscape can help the CTV environment live upto its hype and growth.
Interesting Read: 5 Ad Industry Trends That Are Likely To Unveil in 2022!
Antitrust Complaint Filed Against Google in the EU!
Another antitrust case filed in the European Union by a group of publishers has challenged Google’s domination of the internet ad business.
The European Publishers Council (EPC), whose members include the CEOs of News UK, Condé Nast, The New York Times, Axel Springer, and The Guardian, among others, is claiming that, since its 2008 acquisition of ad tech firm DoubleClick, Google has used plenty “unlawful tactics” to preclude any competition in the ad tech space, allowing Google to obtain a “stranglehold” over press publishers.
The EPC seems to be attempting to exert pressure on the European Commission, which has been investigating Google’s ad tech since last summer, but which also waived through Google’s acquisition of DoubleClick, allowing the search giant to become a force in online advertising.
Interesting Read: Google Fined by The French Competition Authority!
EPC chairman Christian Van Thillo writes the following about its complaint to EU competition regulators:
“It is high time for the European Commission to impose measures on Google that actually change, not just challenge, its behavior — behaviour that has caused and continues to cause considerable harm, not just to Europe’s press publishers but to all advertisers and eventually consumers in the form of higher prices (including ad tech fees), less choice, less transparency and less innovation.
He further added –
“This Complaint presents a unique opportunity for the European Commission to rectify the problems that have arisen as a direct result of its 2008 clearance of the Google/DoubleClick merger, by imposing effective remedies that will restore competition in ad tech, for the benefit of European press publishers, marketers, and consumers.”
Interesting Read: Anthony Nakache Appointed as the New Managing Director of Google MENA
TikTok and NBCUniversal Collaborate for the Winter Olympics
With the Winter Olympics in Beijing approaching, NBCUniversal has formed an advertising deal with TikTok to promote the network’s coverage of the games.
TikTok and NBCUniversal did not specify how new advertising will differ from current ones, although both businesses have recently explored social shopping, which might be a viable path for their collaboration.
According to NBCUniversal, TikTok has over 18 billion views of Olympics-related content, therefore the network approached TikTok directly to collaborate on 2022 Winter Olympics and Paralympics content. This includes daily material across NBC TikTok accounts, as well as a three-episode livestream series presented by a TikTok creator who is yet to be announced.
Interesting Read: NBC Universal and RTL Join Forces for an International Inventory Agreement
Calling the partnership a way to “present unique opportunities for NBCUniversal advertisers”, a TikTok spokesperson commented –
“The Tokyo 2020 Games highlighted our community’s appetite for sports-adjacent content that shows a different side of the Games and the athletes, creating new avenues and content strategies for brands — including NBC — to engage with and entertain them. The athletes’ stories and journeys are an integral part of NBC’s coverage of the 2022 Winter Olympics and Paralympics, so fans can expect to see them on TikTok across their handles.”
NBCUniversal will continue to collaborate with other social media sites, including Twitter, which will broadcast a live program as well as highlights.
Also Read: The New World Of TikTok Marketing, Everything You Need To Know!
IAS Makes Third Acquisition in 12 Months: A French Context Ad Company!
Context, a French contextual advertising business, has been acquired by Integral Ad Science (IAS). Following the acquisitions of programmatic payments auditing business Amino Payments in January 2021 and CTV ad server Publica during the summer, this is IAS’s third acquisition in the last 12 months.
Context is a Paris-based digital content classification organization. Context’s artificial intelligence (AI)-driven technology classifies images and videos across a variety of digital channels, including social media platforms and Connected Television (CTV).
Interesting Read: IAS Acquires Publica For $220M To “Help Advertisers”
IAS and Context: A Golden Integration
IAS’s existing, market-leading media classification and contextual targeting abilities will be enhanced by the acquisition. IAS’ marketing partners will be able to discover brand-appropriate content beyond typical frameworks and contextually target with precision thanks to the integration of Context’s technology.
In addition, the transaction strengthens IAS’s dedication to innovation by adding engineering, data science, and data analyst teams in France and Poland.
Interesting Read: Taboola And IAS Partners To Launch Industry-First New Pre-Bid Brand Safety Solution
Lisa Utzschneider, CEO of IAS said-
“Marketers require sophisticated contextual targeting and avoidance solutions that offer precision and flexibility, especially as the industry moves to a cookie-less world. The acquisition of Context builds on our existing capabilities and accelerates our product roadmap, particularly in video classification for social media and CTV applications. It also furthers our vision of offering tailored solutions to our customers.”
IAS’s Context Control suite of suitability and contextual targeting technologies will use Context’s technologies. Jack Habra, CEO of Context, said –
“We are delighted to join with IAS to advance their market leading contextual targeting and classification capabilities. Our technology is designed to deliver critical insights to help marketers optimize their campaigns, and we look forward to realizing Context’s full potential as part of IAS.”
Also Read: 5 Ad Industry Trends That Are Likely To Unveil in 2022!