• by Karlene Lukovitz  @KLmarketdaily, March 15, 2021

AT&T ad-tech platform Xandr has expanded its partnership with Integral Ad Science (IAS) to enable enhanced contextual targeting and avoidance capabilities across all programmatic buys. 

Advertisers using the Invest DSP can now access IAS’s curated list of 300+ contextual segments to target suitable content and optimize their programmatic campaigns on a pre-bid basis, while achieving needed scale, according to the companies.  

A recent IAS study found 80% of consumers reporting that adjacent content affected their perceptions of brands, and context has also become increasingly important as programmatic buying increases and cookies are phased out as the core online audience identifier. 

The new Context Control tools are initially available for campaigns in English, French, German, Italian, and Spanish, with additional languages to come.