Integral Ad Science acquires connected TV advertising platform – Publica
Integral Ad Science announces that it has acquired Publica, the connected TV (CTV) advertising platform, in a cash and stock transaction valued at $220 million. With this acquisition, IAS is accelerating its CTV strategy to help publishers better monetize their video programming across CTV devices, while building new tools to provide advertisers with much-needed transparency into the quality of this inventory.
“CTV viewership and programmatic advertising have skyrocketed, and by acquiring Publica we’re accelerating our growth to offer publishers the tools to capitalize on this opportunity,” shares Lisa Utzschneider, CEO, IAS, adding, “Advanced data and technology will fuel the future of addressable CTV advertising. Now video publishers can increase their revenue, and in the future, we will help advertisers with a trusted way to measure the results of their growing CTV budgets. In fact, Publica reports that publishers using its platform have seen on average a 30% lift in yield for their CTV inventory. I welcome Ben and the Publica team as we innovate together to increase CTV advertising quality and impact.”
eMarketer estimates that advertisers will invest over $13.4 billion into CTV this year, growing to surpass $24.7 billion by 2024. By acquiring Publica’s technology platform and its proprietary data assets, IAS will help transform CTV advertising by enabling publishers to successfully monetize their video programming, while providing advertisers with a new way to access brand-safe and suitable inventory. Publica powers exceptional ad experiences for streaming audiences on their TV screens connects supply-side platforms (SSPs) to unique CTV inventory and helps increase publisher yield. Through the acquisition, IAS’s CTV offerings will now include Publica’s unified auction, over-the-top (OTT) header bidding for programmatic buying, audience management, campaign management, server-side ad insertion (SSAI), ad pod automation, and advanced analytics. This acquisition expands IAS’s current CTV capabilities, which include the industry’s first CTV verification solution for global invalid traffic (IVT) and viewability across programmatic and direct buying on all apps and providers. IAS plans to introduce a comprehensive brand safety and suitability solution for CTV advertisers and publishers in the coming months, bolstered by Publica’s existing platform and CTV content data.
“Audiences have already switched to watching CTV and more ad-supported content than ever; by joining IAS, we’re offering a trusted platform for brands and publishers to drive more ad dollars towards CTV,” shares Ben Antier, Co-Founder & CEO, Publica. “We have a joint vision to transform CTV advertising with a data-driven approach that benefits the entire industry while delivering an exceptional user experience.”
Publica Co-Founder and CEO, Ben Antier, now will report directly to IAS CEO Lisa Utzschneider. The Publica brand will become part of IAS’s product portfolio.
Under the terms of the agreement, IAS has acquired Publica in a transaction valued at $220 million, consisting of approximately 75% in cash consideration and 25% in IAS stock. IAS will discuss the acquisition’s anticipated contribution to its financial outlook when it reports second-quarter 2021 results on August 12.
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