Taboola, the world’s leading discovery and native advertising platform announced a partnership with Integral Ad Science (IAS), the global leader in digital ad verification, to introduce an industry-first pre-bid brand safety solution for performance advertisers.
The partnership will allow advertisers to directly deploy the pre-bid brand safety technology within Taboola’s native advertising platform. It will also help customers to place relevant content in front of Taboola’s large audience base of 1.4 billion people each month.
Adam Singolda, founder and CEO at Taboola said,
“Now Taboola’s large number of global advertisers can feel secure knowing that their content will only appear in locations that have been deemed appropriate by IAS technology. IAS has proven to be a brand safety innovator and a key strategic partner for Taboola. By extending our partnership and introducing this first-to-market offering, we’re giving advertisers yet another way to benefit from Taboola’s audience scale and ultimately ensure ROI.”
Pre-Bid Brand Safety: What It Means For Marketers?
IAS scores web pages across a range of suitability parameters and blocks brand ads from unsafe pages based on the brand’s own risk threshold.
In the press release, Taboola described the partnership as an industry first and, Taboola’s Corporate Communications Leader Dave Struzzi told MarchTech Today,
“IAS works with a variety of publishers, platforms, and advertisers, but to date, IAS pre-bid brand safety solutions are typically found in traditional demand side platforms. This integration is the first of its kind within a closed native advertising platform which operates on a CPC bidding model.”
Taboola has worked with IAS for several years to build new products and optimize their publisher inventory. The new product development will bring the power of IAS’ proprietary ad verification technology to Taboola Ads Console that gives advertisers the control to opt-in to pre-bid brand safety targeting on any campaign.
Craig Ziegler, VP Product Management, IAS said,
“Performance advertisers don’t have to sacrifice brand safety to obtain the scale they’re looking for.”
“We’re giving advertisers an intuitive way to ensure their ad placements are brand safe directly within Taboola’s technology as they begin a campaign.”
Why We Care:
Many advertisers make sure about brand safety by purchasing ad inventory from premium publishers. The trade-off is scale and exposure is restricted through selective buying. The latest integration will allow marketers and advertisers to leverage programmatic native advertising while ensuring brand safety.
Digital ad verification provider Integral Ad Service( IAS) has partnered with Pinterest to able to deliver marketers access to viewability and fraud measurement reporting that covers its mobile in-app campaign.
IAS mentioned that its reporting includes standard Pinterest ads and video ads for in-app inventory, all updated on a daily basis.
This new integration will help advertisers to have access to viewability and invalid traffic monitoring and reporting across promoted pins and videos as well as Independent, third-party reporting by IAS and a global measurement that allows a holistic view across any brand’s entire Pinterest campaign.
With this announcement, Pinterest is observing an all-time high level of user engagement as well as people are searching for creative solutions to ‘life-at-home’ in this pandemic. The searches on the platform for “work from home” are up 1,411% and searches for “children’s activities” are up 4,055%, globally.
IAS also noted that 82% of users access the platform via mobile devices, and it is even more significant for advertisers to measure mobile campaigns on Pinterest accurately.
With measurement being critical to evaluating and optimizing ad quality and related media spend, Lisa Utzschneider, CEO of IAS said,
“IAS is excited to partner with Pinterest to offer marketers a mobile viewability and fraud measurement solution that works in-app, where people are engaging.”
“This partnership helps provide the transparency that marketers need to optimize their campaigns on the popular network.”