ironSource To Develop 'Sophisticated' Measurement Capabilities

Mobile monetization and marketing platform IronSource says it aims to help brands and agencies become more sophisticated at connecting their advertising spend with success rates.

In an effort to remind marketers that real people interact with their ads, the company is putting together a strategy for brands to measure advertising other than the basics like the number of clicks it takes for consumers to reach a website or make a purchase after viewing an ad, according to Amit Halperin, vice president of brand solutions at ironSource.

“We want to take our knowledge and give brands and agencies the same [tools] as performance-type companies,” he said.

The offering will not only give brands and agencies the tools to measure basic key performance indicators, but also to understand what happens to consumers when they are exposed to ads and the path they take after viewing them, Halperin said.

About half of ironSource’s 760 employees at the 10-year-old Israeli-based company work in research and development. The company offers one of the industry's largest in-app video ad networks that supports about 80,000 developers who use the platform to monetize their apps for 1.5 billion consumers monthly.



ironSource also recently expanded its in-app and in-game programmatic marketplace by adding mobile interactive video inventory through the MRAID protocol and integrating with Oracle-owned Moat’s platform, an analytics and measurement company.

Moat was one of the founding members of the Interactive Advertising Bureau’s Open Measurement Software Development Kit (SDK), a set of tools for third-party verification measurement for in-mobile apps ads.

Preliminary data from Moat shows ironSource in-app inventory is over 96% viewable, with completion rates above 85%. 

It took some time to implement Moat’s SDK, but Halperin said the partnership aims to make brands feel more comfortable that their ads were viewed by verifying the view rate through a third party.

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