IAS, Innovid partner on ad blocking | Ad Tech | News | Rapid TV News
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Integral Ad Science (IAS) has enhanced its partnership with Innovid so that video campaigns running on the latter’s platform can use IAS blocking technology.

innovidThe blocking technology is able to prevent video ads from serving on Web pages that contain unsafe content, are fraudulent or are in the wrong geographic location. Blocking occurs in real-time and at the impression level on desktop.

“Digital advertising fraud is a big problem that haunts the entire ad industry and we believe it’s our responsibility to address marketers' concerns in the most seamless way possible,” said Ronnie Lavi, SVP of product at Innovid. “Integrating with IAS allows us to offer marketers a proactive solution to protect campaigns from all types of fraud – while also complying with brand safety standards and geo-restrictions – rather than simply report the issues after the fact. This approach will maximise a video campaign’s ROI and provide marketers with both full transparency and peace of mind.”

“Last quarter, we saw that 10% of all video inventory was served to illegal bots,” said Kevin Lenane, GM of video at IAS. “The high cost of video has mandated quality solutions. Our blocking partnership with Innovid not only prevents advertisers from wasting video budgets on fraud, but protects the brand from risk due to unsafe content that does not meet brand safety requirements.”

In January, Innovid said that it had raised $27.5 million in funding which will see use boosting the growth of the any-screen online video advertising platform used to create, deliver and measure video experiences.