IAS collaborates with Microsoft for third-party measurement for advertisers

New Delhi: Integral Ad Science announced it is expanding its collaboration with Microsoft Advertising to provide post-bid third-party brand safety and suitability, viewability, and invalid traffic measurement across Microsoft’s advertiser solutions, including the Microsoft Advertising Platform and Microsoft Invest.

“With this first-to-market collaboration, IAS and Microsoft Advertising are driving greater value for our mutual advertising customers, bringing actionable data through independent verification that delivers real outcomes for advertisers,” said Lisa Utzschneider, CEO, IAS. “Using IAS’s differentiated data, advertisers can have confidence they are driving results, reaching real people, and protecting their brand equity to maximise campaign performance.” 

Advertisers can now leverage IAS’s measurement solutions to determine the impact of their native, video, display and CTV campaigns across the Microsoft Advertising ecosystem, which includes all Microsoft owned and operated inventory and direct partnerships.

Via the Microsoft Advertising Platform, businesses of all sizes can tap into Audience ads, such as display, native, and video across Microsoft owned and operated sites like MSN, Outlook, Bing, Microsoft 365, and Microsoft Casual Games, as well as third-party publishers like The New York Times, Wall Street Journal, Buzzfeed, and more. 

Via Microsoft Invest, advertisers can access CTV publisher supply to reach audiences and drive business results on all screens programmatically. 

Kya Sainsbury-Carter, Corporate Vice-President, Microsoft Advertising, said, “We’re pleased to extend our collaboration with IAS to include new measurement capabilities for our customers. IAS’s technology brings new levels of insights to Microsoft’s audiences across the Microsoft Advertising ecosystem to build on and enhance our offering, as well as reaffirm our long-term commitment to protecting advertisers’ investments and brand.”