digital ad verification company Integrated Advertising Science (IAS) Released this Thursday (13) Chosen as a partner by Netflix to provide transparency into ad performance at the “next ad-supported level” of the streaming platform.
The idea is to use IAS Visibility and Invalid Traffic (IVT) checking. clicks or impressions that artificially increase advertising costs. The information will allow According to the New York company, brands and advertising agencies have “information about the reach and engagement of the campaign to generate results and shape their marketing strategy.”
IAS CEO Lisa Utzschneider said she was “excited to partner with Netflix as they introduce their long-awaited ad-supported tiers that will significantly increase the global ad inventory offer on CTV,” appearing in streaming content.
What is changing in the partnership of Netflix and IAS?
IAS will equip marketers with tools that allow them to monitor the quality of their website inventory purchases so brands can buy ads on Netflix with confidence. well, The IAS provides data on individual sites for professionals to decide whether or not to buy the media..
IAS verification at Netflix will provide advertisers with a set of tools to maximize engagement through insights. will be made available, From the first quarter of 2023:
- Independent third-party visibility and invalid traffic reporting for Netflix inventory;
- Identifying trends to understand campaign performance and maximize engagement;
- Consistent verification across all media purchases to understand performance.
According to Jermi Gorman, Head of Worldwide Advertising at Netflix, in addition to providing advertisers with a set of globally recognized verification tools, the partnership with IAS will enable verification of the “Basic with Ads” plan, the cost-effective plan supported by Netflix. by which ads streaming platform will launch in November.
Source: Tec Mundo
