Integral Ad Science (IAS), a leading digital advertising verification firm, has reportedly announced a new partnership with Microsoft Audience Network to exclusively offer brand safety for native advertisements across mobile and desktop web. This integration leverages IAS predictive technology as well as data in real-time to make sure that every campaign activated from the Microsoft Audience Network is completely brand safe on pre-bid basis.
The MS Audience Network is used by millions of customers via different Microsoft-owned and operated sites such as Outlook.com, MSN, and Microsoft Edge, and other third-party trusted publishers. With the pre-bid integration of IAS, advertisers will get an extra brand protection layer while sending messages within trusted environments.
The integration, that comes at no extra cost to marketers, would automatically eliminate high-risk inventory even before the placing of the bid, further improving the contextual native placement offerings of the MS Audience Network.
IAS CEO, Lisa Utzschneider stated that the company is thrilled to be the first platform wide brand safety partner for Microsoft Audience Network. This means that the company can offer brand safety of the highest level for marketers throughout this inventory.
Utzschneider further added that the best part of this integration, brand safety controls of IAS, are already included for all Microsoft Audience Network advertisers at no additional costs.
With an upsurge in the amount of time spent by customers on the internet, it is extremely important for marketers to make connections with their audiences within a high-quality trusted environment to get higher profits from their media investment. At a time where efficiency and performance are of high priority, IAS provides advertisers with the most comprehensive and accurate coverage to make sure that their messages have the maximum impact.
Principal Program Manager in Microsoft Advertising, Supratim Roy Chaudhury stated that the IAS integration into the company’s audience network is a great step towards reiterating Microsoft’s commitment to safeguard the advertiser’s brand equity as well as spend from any unnecessary risks.