Rocket Fuel announced on Thursday a partnership with Integral Ad Science (IAS), offering IAS Enhanced Video Quality Metrics on its demand-side platform (DSP) to ensure the quality of pre-roll ad placements.
“A significant portion of today’s in-banner inventory is mislabeled. With IAS we now have an integrated solution to solve this problem,” stated Simon Hayhurst, SVP of product and business development at Rocket Fuel.
The partnership makes it easier for marketers to know whether they’re running video ads in-stream (pre-roll) or in-banner, without content following the ad, which directly affects brand awareness and campaign ROI.
“Through Rocket Fuel’s partnership with IAS, the added layers of partners and costs are removed, allowing us to leverage the benefits of programmatic scale and targeting without a lot of the risks and roadblocks,” stated Megan Davey, associate channel director at VML, a marketing agency that works with Rocket Fuel.