Integral Ad Science

Integral Ad Science
Formerly called
 AdSafe Media
Private
Industry Ad technology
Founded 2009
Founder Will Luttrell, Helene Monat, Bryan St. John
Headquarters New York City, New York, United States
Area served
 Worldwide
Key people
 Scott Knoll, CEO and President
Products Marketer's Edge, Trader's Edge, Seller's Edge
Revenue $50 million (January 2015)[1]
Website integralads.com

Integral Ad Science (originally AdSafe Media) is a privately held technology company that analyzes the value of digital advertising placements. Integral Ad Science is known for addressing issues around fraud, viewability, brand risk and TRAQ, a proprietary media quality score.[2][3][4]

Integral Ad Science was founded in 2009 by Helene Monat, Will Luttrell and Bryan St. John. The company is headquartered in New York City and has locations in Chicago, San Francisco, Berlin, London, Paris, Singapore, Melbourne and Sydney.[5][6] Scott Knoll is the company's President and chief executive officer.

History

Integral Ad Science started as AdSafe Media, an online ad verification company. It was founded by Helene Monat, Will Luttrell and Bryan St. John in 2009. In 2010, AdSafe Media raised more than $7 million in Series B funding led by Atlas Venture.[7] In 2012, the company raised an additional $10 million in funding from Pelion Venture Partners, Atlas Venture and Coriolis Ventures.[8][9]

In 2012, AdSafe Media rebranded as Integral Ad Science, a media valuation company. The company evaluates the quality of online ad placements between media buyers and sellers.[2][10] Its products include Marketer's Edge for agencies and marketers, Trader's Edge for programmatic players and Seller's Edge for media sellers.[11] In 2013, Crain's New York Business recognized Integral as one of the Best Places to Work.[12]

In January 2014, Integral's ad verification technology was accredited by the Media Rating Council.[13][14] The company also raised $30 million in a Series D funding round led by August Capital.[3][15] It has raised more than $47 million in total funding.[4] In February 2014, Integral Ad Science acquired Simplytics, a UK-based mobile advertising analytics company.[4] In March 2014, the company announced international offices in Singapore and Germany.[16]

The company announced Causal Impact, a ROI measurement tool for online advertising, in September 2014.[17] It was recognized on Crain's 2014 Fast 50 and Best Places to Work.[18][19] Forbes named Integral as one of America's Most Promising Companies of 2014.[1] Integral also ranked on the 2014 Inc. 5000 list.[20]

In January 2015, Integral's video ad viewability technology was accredited by the Media Rating Council.[14][21] Integral announced its expansion to Sydney, Australia in early 2015.[22] In February 2015, the company opened its Anti-Fraud Lab for research and development of fraud detection and prevention in Seattle, Washington.[23][24] In March 2015, Integral acquired Veenome, a DC-based video advertising analytics company.[25]

Integral is a member of the Interactive Advertising Bureau and works with the "Brand Integrity Program Against Piracy" initiative by the Trustworthy Accountability Group.[26][27]

TRAQ

TRue Advertising Quality, also known as TRAQ, is an ad quality scoring system by Integral Ad Science. The system has a score of 250 to 1,000, which buyers and sellers use to value media by assessing the following metrics: brand safety, ad fraud, page content and structure, time viewed, share of view, and ad clutter among others.[13][28]

Partnerships

Integral is partnered with multiple buyers and sellers, including agency holding groups and DSP's.

Integral is partnered with Nielsen, which uses its viewability measurement.[29] In August 2014, Integral partnered with TubeMogul for anti-fraud verification and viewability measurement.[30] In January 2015, MediaMath partnered with the company to use its pre-bid targeting tool, Bid Expert.[31]

References

  1. ↑ 1.0 1.1 "America's Most Promising Companies". Forbes. 2014. Retrieved 29 March 2015.
  2. ↑ 2.0 2.1 Peterson, Tim (29 November 2012). "AdSafe Rebrands as Integral Ad Science". Adweek. Retrieved 29 March 2015.
  3. ↑ 3.0 3.1 Ha, Anthony (2 January 2014). "Integral Ad Science Raises $30M, August Capital-Led Round To Find High Quality Ad Impressions". TechCrunch. Retrieved 29 March 2015.
  4. ↑ 4.0 4.1 4.2 Kantrowitz, Alex (11 February 2014). "Integral Ad Science Acquires Simplytics To Extend Anti-Fraud Capability To Mobile". Ad Age. Retrieved 29 March 2015.
  5. ↑ Salinger, Tobias (21 October 2014). "Ad Tech Company Inks Big West Village Relocation". Commercial Observer. Retrieved 29 March 2015.
  6. ↑ "Advertising tech firm expands to 25K sf in the Village". The Real Deal. 20 October 2014. Retrieved 29 March 2015.
  7. ↑ Rao, Leena (6 July 2010). "AdSafe Media Raises $7.25 Million For Brand Verification Platform". TechCrunch. Retrieved 29 March 2015.
  8. ↑ Takahashi, Dean (18 April 2012). "AdSafe raises $10M to ensure that ads go on "safe" web pages". VentureBeat. Retrieved 29 March 2015.
  9. ↑ "AdSafe Media Secures $10 Million in Funding Led by Pelion Venture Partners". MarketWired. 18 April 2012. Retrieved 29 March 2015.
  10. ↑ Joe, Ryan (8 August 2014). "Fraud-day With Integral Ad Science: 'The Way The Industry Measures Performance Online Is Fundamentally Flawed'". Ad Exchanger. Retrieved 29 March 2015.
  11. ↑ "Integral Ad Science Granted a Patent for Ad Blocking". Market Wired. 11 December 2013. Retrieved 29 March 2015.
  12. ↑ "No. 62 Integral Ad Science". Crain's New York Business. 2013. Retrieved 29 March 2015.
  13. ↑ 13.0 13.1 "Integral is Accredited for Fighting Fraud". The Make Good. 18 February 2014. Retrieved 29 March 2015.
  14. ↑ 14.0 14.1 "MRC Accredited Services". Media Rating Council. Retrieved 29 March 2015.
  15. ↑ Griffith, Erin (2 January 2014). "Integral Ad Science raises $30 million for ad policing". Pando Daily. Retrieved 29 March 2015.
  16. ↑ "Integral Ad Science Expands Internationally, Opening Offices in Germany and Singapore". Market Watch. 3 March 2014. Retrieved 29 March 2015.
  17. ↑ "Integral Ad Science Introduces Causal Impact, the Ad-Tech Industry's First Solution to Determine the Causal ROI of Online Display Campaigns". Market Watch. 26 September 2014. Retrieved 29 March 2015.
  18. ↑ "No. 7 Integral Ad Science". Crain's New York Business. 2014. Retrieved 29 March 2015.
  19. ↑ Trager, Cara S. (1 October 2014). "Crain's names 2014 Best Places to Work". Crain's New York Business. Retrieved 29 March 2015.
  20. ↑ "Integral Ad Science". Inc. 2014. Retrieved 29 March 2015.
  21. ↑ Loechner, Tyler (27 February 2015). "Integral Receives MRC Accreditation For Video Ad Viewability". Real-Time Daily. Retrieved 29 March 2015.
  22. ↑ "Integral Ad Science Expands Global Presence". Scoop Media. 3 February 2015. Retrieved 29 March 2015.
  23. ↑ Novak, Rebecca (18 February 2015). "The Fight Against Fraud: Can Integral Ad Science's New Lab Help Detect Advertising Deceptions?". Native Mobile. Retrieved 29 March 2015.
  24. ↑ "Integral Ad Science Opens New Lab to Help Combat Advertising Fraud". CSO. 10 February 2015. Retrieved 29 March 2015.
  25. ↑ Liyakasa, Kelly (4 March 2015). "Integral Ad Science Acquires Video Measurement Startup Veenome". Ad Exchanger. Retrieved 29 March 2015.
  26. ↑ Loechner, Tyler (10 February 2015). "TAG Unveils Anti-Piracy Program At IAB Leadership Meeting". Real-Time Daily. Retrieved 29 March 2015.
  27. ↑ "IAB Associate Members". IAB. Retrieved 29 March 2015.
  28. ↑ Hof, Robert (29 January 2014). "Digital Ad Fraud Is Improving - But Many Ads Still Aren't Seen By Real People". Forbes. Retrieved 29 March 2015.
  29. ↑ "Nielsen and Integral Ad Science Launch Nielsen Online Campaign Ratings Viewability Globally". Nielsen. 31 March 2014. Retrieved 29 March 2015.
  30. ↑ "TubeMogul Enters Exclusive Partnership with Integral Ad Science For Independent Viewability and Fraud Verification". TubeMogul. 20 August 2014. Retrieved 29 March 2015.
  31. ↑ "MediaMath and Integral Ad Science Join Forces to Improve Advertising Performance and Drive Marketer ROI". PR Newswire. 20 January 2015. Retrieved 29 March 2015.

Further reading

External links

References