Revolutionizing Media Efficiency: IAS Unveils AI-Powered Total Media Performance Solution
Integral Ad Science (Nasdaq: IAS), a leader in media measurement and optimization, has announced the launch of its cutting-edge AI-driven Total Media Performance™ (TMP) solution. This innovative tool is designed to enhance return on investment (ROI) for global advertisers by integrating IAS’s premier media quality signals with real-time optimization, offering a comprehensive approach to media performance.
The TMP solution leverages advanced artificial intelligence (AI) models to align media quality with cost and performance outcomes. This empowers advertisers to drive ad effectiveness through quality path optimization, ensuring end-to-end transparency across the programmatic supply chain. For advertisers, this means improved campaign outcomes, reduced media waste, and safeguarded brand equity in an increasingly fragmented digital media ecosystem.
Lisa Utzschneider, CEO of IAS, highlighted the significance of this launch, stating, “The introduction of TMP marks a pivotal evolution for IAS, moving beyond traditional media efficiency and brand protection. We are now offering a unified marketing performance solution. Our platform is uniquely positioned to transform media quality insights into actionable, revenue-driving strategies, helping advertisers achieve superior results.”
Key Benefits of the Total Media Performance Solution
- Boosted Outcomes: IAS’s pre-bid protection prioritizes quality media that drives outcomes while protecting brand equity. This unified solution allows advertisers to seamlessly synchronize quality protection across demand-side platforms (DSPs) for enhanced operational efficiency.
- Enhanced Transparency: The TMP solution combines media quality and cost insights with IAS’s quality path optimization, granting advertisers supply chain transparency. This transparency enables advertisers to optimize towards the most efficient media for superior outcomes.
- Automated In-Flight Adjustments: Dynamic Performance Profiles empower advertisers to maximize reach and performance, automatically adjusting campaigns mid-flight with dynamic, privacy-safe contextual targeting.
Srishti Gupta, CPO of IAS, emphasized the solution’s potential, stating, “With TMP, IAS equips advertisers with advanced tools to maximize their media investments, driving both efficiency and exceptional outcomes. We are committed to evolving TMP to meet advertisers’ needs, aiding them in reducing media waste and driving superior performance.”
The financial impact of TMP is already evident. For a leading global technology brand, reallocating spend towards higher-quality paths resulted in a 25% decrease in cost per conversion and a 33% reduction in the cost of a quality impression.
As a leading global media measurement and optimization platform, Integral Ad Science is committed to delivering actionable data to drive superior results. Their mission is to establish a global benchmark for trust and transparency in digital media quality, ensuring ads reach real people in safe environments while improving return on ad spend for advertisers and yield for publishers.
For more information about Integral Ad Science and the Total Media Performance solution, visit integralads.com.
