IAS announces expanded Amazon integration

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Integral Ad Science, a global media measurement and optimization platform, has announced that it has expanded its reporting and insights to Amazon. Through a server-to-server (S2S) interaction on Amazon’s DSP, advertisers now have access to measurement coverage for campaigns across Amazon custom audiences and Twitch inventory.

Advertisers in Amazon DSP from IAS have access to viewability, invalid traffic (IVT), brand safety, and appropriateness as solutions.

IAS now offers Amazon DSP media buyers brand safety and suitability, viewability, and IVT measurement for custom audiences, as well as viewability and IVT measurement for Twitch. Cross-device measurement is available on the web and via apps for CTV, mobile, desktop, and tablet.

Viewability, invalid traffic assessment with Amazon Ads, and brand safety and suitability expansions from IAS will be accessible in IAS Signal. The purpose of this platform is to give marketers a more uniform view of their global campaigns and more access to campaign data.

In the third quarter of 2023, IAS also improved its integration with Amazon Ads by adding Context Control pre-bid segments. In addition to IAS’s regular pre-bid categories in Amazon DSP, customers can now simply select where their advertisements appear and reach contextually relevant content.

Speaking about the partnership, Lisa Utzschneider, CEO of IAS, said,
“IAS and Amazon Ads share the value of customer obsession, and our global collaboration demonstrates how our companies continue to maximise return on investment for advertisers and are committed to providing independent measurement. This is yet another way IAS is empowering marketers with actionable data to drive superior results, giving them more confidence that their spend is being optimised towards performance.”

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