Integral Ad Science has secured two-year contracts extensions with Dentsu Aegis Network, IPG Mediabrands and Omnicom Media Group as a media solutions provider.
This means that IAS firm will provide services in brand safety, ad fraud, viewability and a range of verification and analytics services to a majority of the media agencies in Australia, including OMD, Carat, UM, PHD, Initiative, Vizeum, Dentsu X and their trading desks.
This leaves agencies in GroupM, which is served by Moat, and Publicis Media, which is served by ComScore outside of IAS.
ComScore recently dissolved most of its Australia-based team, raising questions over its long-term future with Publicis Media.
“Independent third party measurement is one of the most important things in our industry if we are to resolve the challenges we face with trust and transparency. There are enormous challenges in reaching consumers within highly viewable, fraud free, positive brand contexts. We are looking forward to continuing this relationship into the future,” IAS ANZ managing director James Diamond says.
UM chief data and technology officer Maria Grivas says: “The next two years working with IAS will see us continue to drive change within the digital industry, eliminating ad fraud, protecting our clients from brand risk and working with our publisher partners to deliver the best possible viewability levels to achieve our client’s business goals.”
Indy Khabra, national managing director at Amnet ANZ, adds: “By working with IAS, Amnet has been able to create best in class, custom reporting tools that our programmatic and data specialists can access, providing rich insights that in turn influence the optimisation process, deliver greater media transparency and further mitigates risk against fraudulent activity.”
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