Formerly called AdSafe Media Area served Worldwide Founded 2009 | Industry Ad technology Headquarters New York City Type Privately held company | |
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Founder Will Luttrell, Helene Monat, Foster Provost, Bryan St. John, Kent Wakeford Key people Scott Knoll, CEO and President Products Marketer's Edge, Trader's Edge, Seller's Edge Profiles | ||
What makes integral ad science unique
Integral Ad Science (originally AdSafe Media) is a privately held technology company that analyzes the value of digital advertising placements. Integral Ad Science is known for addressing issues around fraud, viewability, brand risk and TRAQ, a proprietary media quality score.
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Integral Ad Science was founded in 2009 by Will Luttrell, Helene Monat, Foster Provost, Bryan St. John, and Kent Wakeford. The company is headquartered in New York City and has locations in Chicago, San Francisco, Berlin, London, Paris, Singapore, Melbourne and Sydney.
History
Integral Ad Science started as AdSafe Media, an online ad verification company. It was founded by Will Luttrell, Helene Monat, Foster Provost, Bryan St. John, and Kent Wakeford in 2009, with initial investment from Coriolis Ventures. In 2010, AdSafe Media raised more than $7 million in Series B funding led by Accomplice. In 2012, the company raised an additional $10 million in funding from Pelion Venture Partners, Accomplice and Coriolis Ventures.
In 2012, AdSafe Media rebranded as Integral Ad Science, a media valuation company. The company evaluates the quality of online ad placements between media buyers and sellers. Its products include Marketer's Edge for agencies and marketers, Trader's Edge for programmatic players and Seller's Edge for media sellers.
In 2013, Crain's New York Business recognized Integral as one of the Best Places to Work.
In January 2014, Integral's ad verification technology was accredited by the Media Rating Council. The company also raised $30 million in a Series D funding round led by August Capital. It has raised more than $47 million in total funding.
In February 2014, Integral Ad Science acquired Simplytics, a UK-based mobile advertising analytics company. In March 2014, the company announced international offices in Singapore and Germany.
The company announced Causal Impact, a ROI measurement tool for online advertising, in September 2014. It was recognized on Crain's 2014 Fast 50 and Best Places to Work.
Forbes named Integral as one of America's Most Promising Companies of 2014. Integral also ranked on the 2014 Inc. 5000 list.
In January 2015, Integral's video ad viewability technology was accredited by the Media Rating Council. Integral announced its expansion to Sydney, Australia in early 2015. In February 2015, the company opened its Anti-Fraud Lab for research and development of fraud detection and prevention in Seattle, Washington.
In March 2015, Integral acquired Veenome, a DC-based video advertising analytics company.
Integral is a member of the Interactive Advertising Bureau and works with the "Brand Integrity Program Against Piracy" initiative by the Trustworthy Accountability Group.
TRAQ
TRue Advertising Quality, also known as TRAQ, is an ad quality scoring system by Integral Ad Science. The system has a score of 250 to 1,000, which buyers and sellers use to value media by assessing the following metrics: brand safety, ad fraud, page content and structure, time viewed, share of view, and ad clutter among others.
Partnerships
Integral is partnered with multiple buyers and sellers, including agency holding groups and DSP's. Integral is partnered with Nielsen, which uses its viewability measurement. In August 2014, Integral partnered with TubeMogul for anti-fraud verification and viewability measurement. In January 2015, MediaMath partnered with the company to use its pre-bid targeting tool, Bid Expert.
Controversy
In 2016 an independent researcher provided evidence to show how IAS failed to detect data center traffic as ad fraud in a report titled Mystery Shopping Inside the Ad Verification Bubble. Media Rating Council classifies data center traffic as "easy to detect" in its Invalid Traffic Detection Guidelines.