Context, a French contextual advertising business, has been acquired by Integral Ad Science (IAS). Following the acquisitions of programmatic payments auditing business Amino Payments in January 2021 and CTV ad server Publica during the summer, this is IAS’s third acquisition in the last 12 months.
Context is a Paris-based digital content classification organization. Context’s artificial intelligence (AI)-driven technology classifies images and videos across a variety of digital channels, including social media platforms and Connected Television (CTV).
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IAS’s existing, market-leading media classification and contextual targeting abilities will be enhanced by the acquisition. IAS’ marketing partners will be able to discover brand-appropriate content beyond typical frameworks and contextually target with precision thanks to the integration of Context’s technology.
In addition, the transaction strengthens IAS’s dedication to innovation by adding engineering, data science, and data analyst teams in France and Poland.
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Lisa Utzschneider, CEO of IAS said-
“Marketers require sophisticated contextual targeting and avoidance solutions that offer precision and flexibility, especially as the industry moves to a cookie-less world. The acquisition of Context builds on our existing capabilities and accelerates our product roadmap, particularly in video classification for social media and CTV applications. It also furthers our vision of offering tailored solutions to our customers.”
IAS’s Context Control suite of suitability and contextual targeting technologies will use Context’s technologies. Jack Habra, CEO of Context, said –
“We are delighted to join with IAS to advance their market leading contextual targeting and classification capabilities. Our technology is designed to deliver critical insights to help marketers optimize their campaigns, and we look forward to realizing Context’s full potential as part of IAS.”
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