IAS is a Partner of the Equativ Curation Platform
Equativ, the leading global independent ad tech platform, announces the availability of Integral Ad Science (IAS) pre-bid targeting categories on Equativ Buyer Connect (EBC). IAS, a leading global media measurement and optimisation platform, will use its predictive technology to allow EBC users (agencies, publishers, and curators) to create inventory packages based on media quality criteria that protect the brand and maximise return on investment (ROI) for campaigns.
Four main families of targeting and optimisation are reinforcing the current solutions on EBC, namely:
- An extra layer for brand safety and suitability, fostering tailor-made risk control used to exclude any undesirable category or content.
- Contextual targeting, through the provision of more than 350 additional contextual segments, without the need for cookies.
- Viewability, ensured for display and video on the web and in-app.
- Protection against invalid traffic (IVT) and fraud.
Csaba Szabo, managing director EMEA, IAS said,
“This new integration allows advertisers and publishers the ability to apply IAS select pre-bid segments to programmatic private marketplace deals they create within the Equativ Curation Platform,”
“This helps advertisers conveniently overlay precise contextual segments onto their private marketplaces (PMPs), to reach their audiences right at the source and drive superior results for their campaigns.”
Parag Vohra, CRO at Equativ says,
“We are very pleased to announce the integration of IAS pre-bid targeting segments. Through this partnership, Equativ reaffirms the interoperable nature of its solution and its desire to work with key players in our market. Whether on viewability, brand safety, contextual targeting, and many other quality criteria, Equativ partners with the best technologies to offer the most complete and accessible curation platform.”,
IAS pre-bid targeting segments are available to Equativ Buyer Connect (EBC) users based in France, Germany, Italy, and Spain. To learn more, contact Equativ.
Read more: Equativ Appoints Rueben Vijaratnam As Managing Director SEA
Index Exchange Joins Hands with Prebid.Org to Deal with Industry Crisis
Prebid.org an organization that manages open source Prebid programmatic advertising solution announced that Index exchange (IX), one of the highly known supply-side platforms has joined them at the leader level. Mike O’Sullivan, Vice President of Product at IX has also joined the board.
Independent adtech firms are struggling to monetize the open web. As the regulations increase and third party cookies decline, the advertising ecosystem continues to face challenges in searching for new ways to track and monetize users on the open web. This reinforces the need for industry leaders to come together to build a collaborative solution otherwise there are high chances of intense competition from the duopoly like Google and Facebook.
Mike O’Sullivan said in a statement,
“The industry has very little time to solve for what’s to come after the third-party cookie, and we know collaboration is going to be an essential element of our path forward.”
“In addition to solving the third-party cookie challenge, publishers are increasingly trying to monetize in an omnichannel world, and with that comes complexity. Prebid.org is an excellent forum to discuss, design, and standardize potential solutions with a wide variety of stakeholders.”
Prebid.org is an industry-wide supported initiative to promote the fair, transparent, and efficient unified auction. Participating members contribute to the open-source projects like Prebid.js, Prebid Server, and Prebid Mobile. Index Exchange will be joining the Prebid.org team of 55 member companies that include CafeMedia, Magnite, MediaMath, OpenX, PubMatic, SpotX, StreamAMP, The Trade Desk, and Xandr.
Tom Levesque, President of Prebid.org said,
“We’re very excited to have Index Exchange join Prebid.org. The community is looking forward to their contributions and leadership across the ecosystem.”
“IX’s participation solidifies Prebid.org’s role as the best place for publishers, SSPs, DSPs, and buyers to create the future of the unified auction.”
Adtech companies are collaborating together to find a solution to third-party cookies after Google announced turning web trackers from Chrome by 2022. and recently, Index Exchange took Live Ramp cookieless identity products globally in an effort to connect publishers and advertisers.
Read More: LiveIntent and Rubicon Project Invest on a Non-Cookie Based Identifier