Vevo and Publica by IAS Announce Partnership for CTV Ad Serving
Vevo, the top music video network in the world, and Publica by IAS, a top Connected TV (CTV) ad server owned by Integral Ad Science, announced a global partnership. This partnership enables Vevo to enhance their advertisers’ targeting abilities, improve the viewing experience of their streamed content by making it akin to a traditional TV show, and increase their revenue from CTV advertising by introducing a programmatic unified auction for the premium ad slots within their streamed ad breaks. This covers the ability to buy the first slot inside ad pods, frequency management, and competitive separation.
Characteristics implemented by Vevo
With features that mimic typical TV commercial breaks, advertisers can effectively target Vevo’s global music-loving audience.
Advanced Ad Serving: Vevo can provide advanced CTV ad breaks with the precise targeting options needed by advertisers. Furthermore, it can also provide the capacity to maximize each slot in a pod based on revenue per second.
Advanced Ad Pod Decisioning: This feature allows Vevo to own a pod by brand category and ensure an advertiser’s first pod placement. This aids in buy-side frequency management and competitive separation. Vevo can also guarantee that CTV inventory is served securely and targeted, giving advertisers the transparency and control they need. This enables Vevo to provide their engaged viewers with an improved viewing experience while optimizing revenue
Unified Bidding: This feature enables Vevo to extract the highest-yielding ad for each slot in each streaming ad pod. It does so by conducting a controlled, unified auction of all demand sources. In order to provide real-time transparency into each programmatic auction where the company’s inventory is cleared, Vevo is also utilizing the Publica ‘Live Logs’ feature. As a result, Vevo can now continuously improve yield and data strategies to prevent demand loss due to supply path optimization (SPO).
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CTV Advertising
Based on GroupM’s mid-year forecast, CTV advertising is expected to grow to $25.9 billion in 2023. This is a rapid increase. As a result, the collaboration is timely to take advantage of this expanding trend and grab new business prospects. Vevo can guarantee that its CTV inventory is targeted and served in the safest manner possible. It does so by putting Publica CTV advertising decision-making technology to use. This will give Vevo’s advertisers the control and transparency they need. Advertisers can access Vevo inventory programmatically through several of the top supply-side platforms (SSPs) in the world.
Here’s what they said
Natalie Gabathuler-Scully, EVP, Revenue, Distribution & Data Operations, Vevo said,
As the Vevo catalog continues to expand, we are excited to partner with Publica to ensure that we are providing a high quality and curated best- in-class viewing experience, while ensuring that our advertising partners can effectively reach our global audience of music lovers. By providing advertisers with greater control and increased transparency, they can better optimize their CTV campaigns when reaching our engaged viewers.
Sean Galligan, CRO, Publica by IAS added,
We’re excited about our new partnership with Vevo, and we look forward to providing them with the ad decisioning technology to grow their global advertising revenues, offer outcomes to their advertisers and empower them with the ad serving capabilities to improve their streamers’ viewing experiences on CTV.
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Instacart Enhances Ad Transparency and Trust with Strategic Alliances
Instacart has partnered with Integral Ad Science and DoubleVerify to transform the transparency of Instacart Ads and authenticate Instacart Ads using DV’s market-leading viewability and fraud verification across Instacart Ads.
Instacart partners with IAS to launch ad transparency
Leading worldwide media measurement and optimization platform Integral Ad Science just announced a partnership with Instacart. With the help of the top grocery technology business in North America, Instacart Ads now have a higher level of transparency. Through this intriguing alliance, Instacart Ads will now support IAS’s viewability and invalid traffic (IVT) measurement. More than 5,500 brands that work with Instacart will profit from this.
Instacart Ads
The success of Instacart’s business is greatly influenced by Instacart Ads. By giving advertisers access to prime digital real estate in front of interested consumers, powerful advertising products and solutions combine the best of online advertising to assist CPG firms of all sizes in moving products off the shelves. Additionally, it makes it possible for CPG brands to interact with customers at the point of sale thanks to cutting-edge platforms and technology. Over 1,400 retail brands collaborate with Instacart, which is accessible to over 95% of North American households.
IAS’s viewability and invalid traffic measurement
The IVT solutions from IAS are made to guarantee that advertisements are seen by as many real people as possible in a variety of advertising situations. When advertisements are presented to consumers for a longer length of time, there is a larger likelihood that they will make an effect. With access to viewability analytics, advertisers can reallocate their budgets to the best-performing ad styles in order to maximize their spending. With regard to both buyers and sellers, IAS’s dependable viewability solutions promote efficiency and do away with time-consuming reconciliations.
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IVT Integration
Working with nine of the ten biggest RMNs, IAS has become the industry leader in third-party verification of retail media networks. When completely deployed, IAS’ viewability and invalid traffic assessment will provide Instacart advertisers with more assurance that their advertisements are being viewed by actual individuals and more transparency. Additionally, it will contribute to the success of media campaigns run by Instacart clients.
Here’s what they said
Tim Castelli, Vice President of Global Advertising Sales at Instacart said
We are delighted to partner with IAS as a third-party measurement platform for Instacart Ads. Their powerful technology ensures that marketers invest their spend on real consumers that want to make a purchase. Instacart Ads is a critical part of our business, with thousands of category-leading and emerging CPG brands using our platform and technology to meet consumers at the point of purchase.
Lisa Utzschneider, CEO, of Integral Ad Science, commented,
We’re honored that Instacart selected IAS to be a measurement partner and today’s announcement further reinforces IAS’s leadership in the retail media network space. Instacart Ads has quickly established itself as one of the most effective retail media networks in North America. Advertisers recognize the power of the Instacart Ads platform and the impact it has on sales and they are looking to add third-party measurement for even greater transparency.
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DoubleVerify’s New Partnership to Validate Instacart Ads
Instacart, the top grocery technology business in North America, and DoubleVerify, a leading software platform for digital media measurement, data, and analytics, have partnered to allow media verification and enhance advertising performance throughout the platform. In order to confirm that Instacart video and display advertising are viewable by humans and are free from fraud/invalid traffic (IVT), the collaboration will make use of DV’s technology and data.
DoubleVerify’s quality measurement technology for advertisers
Instacart marketers will gain
- Fraud Protection – thanks to DV’s quality measuring technology effective advertising will reach genuine people. DV detects and safeguards advertising from fraud and IVT. It ranges from bot manipulation to hacked devices.
- Viewability Verification – DV offers thorough viewability verification. It determines whether an advertisement has the chance to be viewed and illuminate its effect.
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DV’s technology for ad transparency
To measure and validate advertising on its retail media network (RMN), Instacart has chosen DoubleVerify and IAS. DV’s cutting-edge technology and data will be used in this partnership to validate the viewability of Instacart’s video and display advertising, guaranteeing that they are seen by actual people and are brand-safe.
Here’s what they said
Mark Zagorski, CEO, of DoubleVerify, said,
We are excited to extend DV’s independent measurement on the Instacart Ads platform to ensure that campaigns meet key media quality criteria while maximizing performance for advertisers. Instacart has been a pioneer in online grocery shopping for over a decade, and this partnership exemplifies the leadership, innovation and trust that both companies have built.
Tim Castelli, Vice President of Global Advertising Sales at Instacart added,
We’re thrilled to partner with DoubleVerify to provide valuable viewability and IVT authentication to our mutual advertising clients. As we continue to scale our advertising solutions, we are committed to delivering measurable value and growth for our brand partners.
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Integral Ad Science Expands Brand Safety Partnership With TikTok
Integral Ad Science and TikTok, a global leader in digital media quality, has expanded their existing partnership with TikTok. In addition to the IAS, Brand Safety Solution launched last September, IAS will now be able to measure viewability, invalid traffic (IVT), and app-level brand safety, allowing brands and agencies globally to effectively monitor the quality of their media buys on TikTok’s platform.
The company said advertisers will now be able to verify the performance of their TikTok campaigns, with trusted third-party measurement powered by the Open Measurement Software Development Kit (OM SDK). The OM SDK is governed by IAB and designed to facilitate transparent third-party viewability and verification measurement for ads served to mobile apps and open web environments.
Additionally, IAS will provide advertisers with granular campaign performance reporting 24 x 7 via its ‘Signal UI’, which will assist them to take immediate action and remain informed on campaign performance in real-time. Third-party verification is key to ensuring advertisers are getting the most out of their campaigns. This facilitates planning, KPIs, and measurement.
Interesting Read: The New World Of TikTok Marketing, Everything You Need To Know!
And That’s What They Said
Lisa Utzschneider, CEO, IAS said,
“We are excited to offer marketers an increasingly comprehensive set of IAS Media Quality Solutions to manage their advertising campaigns on TikTok. It is more important than ever for marketers to engage with users on social platforms and ensure that their ads appear next to brand safe & suitable content on a global scale. We are thrilled to deliver a holistic solution on TikTok and provide new levels of transparency and precision for these campaigns.”
Melissa Yang, Head of Ecosystem Partnerships, TikTok added,
“We’re thrilled to build on our partnership with IAS and introduce new solutions that give brands the confidence to scale their businesses and audiences on TikTok. Through this expansion, brands and advertisers around the world will have access to IAS viewability and invalid traffic measurement tools to monitor the quality of their campaigns on our platform. We’re excited to see how this will usher in new levels of transparency and success for our clients.”
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Integral Ad Science Reports Strong Q4 Earnings With CTV Growth
With a focus on measurement and ad verification, Integral Ad Science is pursuing two trends: contextual targeting and connected television (CTV). The company, which reports quarterly earnings, earned $323.5 million last year, an increase of more than a third from 2020. However, Integral’s net loss grew year-over-year as well, from $32 million to $52 million. CEO Lisa Utzschneider told investors that the key focus of the company is ‘growth’.
The recent significant acquisitions have enabled IAS to acquire key technologies, services, and global teams in key growth areas, such as CTV, contextual targeting, social media, and supply chain optimization.
It has now hired over 100 people every quarter, more than any previous quarter. In Q4, IAS’ biggest acquisition, Publica, brought in $7.5 million of total revenue. Publica was acquired for $220 million, the largest of three acquisitions IAS made last year. The Publica business is only 8% of Integral’s total revenue at the moment, but it’s a key component of Integral’s expansion into CTV. Lisa Utzschneider, CEO of IAS joined in late 2018. As stated by AdExchanger that Moat lost shares and customers following its acquisition by Oracle Data Cloud, leaving IAS and DoubleVerify, which also went public last year. To chase the CTV opportunity, however, means competing with other players, such as Nielsen.
Interesting Read: All You Need To Know About Connected TV Advertising!
A CTV ad server, such as Publica, can gather supply-side information, like the app or show in which an ad appeared, or the type of video content, in order to improve ratings for TV campaigns. Many global publishers have chosen Publica to power their ad serving and to accelerate their CTV strategies. These include new integrations with rlaxx TV, VlogBox, and WPSD Local 6 as part of Paxton Media Group.
Utzschneider told AdExchanger, “It’s helping us launch differentiated products that our competitors just can’t build.”
Even though CTV is the biggest growth prospect but counterintuitively programmatic continues to be a tailwind for the business, and it continues to drive accelerated growth. Advertiser-direct, programmatic, and supply-side are the three main revenue areas for IAS. Advertiser direct revenue climbed 7% year over year, including revenue from the open web and social platforms. The fourth quarter’s programmatic revenue increased by 43% year over year. On a combined basis, advertiser revenue accounted for 84 percent of total revenue. The programmatic segment is expected to surpass the advertiser direct segment in the first quarter of 2022 as the largest component of total advertiser revenue.
A key driver for programmatic growth is the company’s contextual advertising product, which directs advertising dollars into brands-safe or brands-appropriate content. It also reconciles campaigns when ads are delivered to inappropriate media for brands. A potential investor asked in the earnings call whether geopolitical tensions (referring to the invasion of Ukraine by Russia) and increased online attention and social media content related to those “events” influence IAS’ interactions with advertisers. Utzschneider said,
“In terms of geopolitical events, our technology and services have never been more relevant. It’s — the relevancy has carried throughout this year, last year, given all of the unprecedented events that we have all experienced. And again, marketers, they continue to lean into our brand safety, brand suitability solutions, especially as we’re seeing that rapid adoption on the social platforms, the dynamic nature of social platforms and also the unpredictability of the content.”
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