Thursday, December 1, 2022

IAS Enhances Contextual Targeting ROI Tools

Integral Ad Science has announced its Control Panel, a suite of reporting and planning tools that Context Control customers can use as an added value. The new capabilities will enable customers to more clearly understand the value and return on investment (ROI) that IAS’s contextual targeting solution delivers.

Advertisers can average more than 400 contextual segments from IAS on a pre-bid basis to avoid undesirable content or target towards content that is suitable for their campaigns. Major DSPs including Adelphic, Adform, Amobee, MediaMath, Xandr, Yahoo, and others have integrated Context Control, making these tools readily available for advertisers wherever they choose to buy.

“Using our new Control Panel, advertisers will gain the ability to strategically plan, activate, and optimise targeting campaigns all within the IAS Signal platform,” said Tom Sharma, Chief Product Officer, IAS. “This is yet another example of our ongoing efforts to empower our customer organisations and clients to confidently lean into our contextual targeting solution while hitting campaign KPIs.”

The Control Panel suite offers the following tools:

  • Context Control Segment Catalog: Provides easy discovery of all 400+ Context Control Avoidance and Targeting off-the-shelf segments all in one place.
  • Contextual Segment Reach Calculator: Advises on the prospective reach of IAS contextual targeting segments to appropriately plan campaigns.
  • Contextual Targeting Reporting: Offers insights into targeting segment performance, specifically focusing on viewability, reach, and programmatic dimensions.
  • Contextual Targeting Profiles: Enables clients to bundle all of their desired targeting segments into one profile with a single segment ID for easy activation in their DSP.

IAS recently expanded its Context Control solutions for advertisers and publishers globally, giving customers more control over the context of digital ad placements. Advertisers can average more than 400 contextual segments from IAS on a pre-bid basis to avoid undesirable content or target towards content that is suitable for their campaigns. Major DSPs including Adelphic, Adform, Amobee, MediaMath, Xandr, Yahoo, and others have integrated Context Control, making these tools readily available for advertisers wherever they choose to buy.

In a recent case study, OMD Turkey was challenged with boosting awareness and driving conversions for their client, Renault, without using third-party audience targeting, all during the busy automotive period of Q4. IAS Context Control Targeting outperformed the competition and resulted in  strong improvement in Renault’s KPIs including a 53 percent  increase in click-through rate, 8.4 percent  increase in conversion rate, and 3 percent  improvement in cost per click.

Visit https://go.integralads.com

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