Integral Ad Science has advanced its suite of products to include Control Panel for reporting and planning.
The new capabilities are intended to help consumers better understand the value and return on investment (ROI) that IAS's contextual targeting solution delivers. The tools range from activation to optimization.
The company crawls about 800 million domains and analyzes them for brand safety and targeting using machine learning and natural-language processing.
From the data, the company creates 400 segments such as baby care -- which also would have corresponding segments, said Tom Sharma, CPO at Integral Ad Science (IAS).
“We pass it through our contextual engine,” Sharma said. “We break the text beyond keywords. Not just the content, but we’re looking for emotion and perspective… This is how we analyze and classify it for targeting.”
The Control Panel suite offers the Context Control Segment Catalog that provides the discovery of more than 400 Context Control Avoidance & Targeting off-the-shelf segments.
A Contextual Segment Reach Calculator advises on the possible reach of IAS contextual targeting segments to plan campaigns.
Contextual Targeting Reporting offers insights into targeting segment performance, specifically focusing on viewability, reach, and programmatic dimensions.
Contextual Targeting Profiles enable advertisers to bundle the desired targeting segments into one profile with one segment ID to easily activate in the demand-side platform (DSP) they choose to use.
“Usually, brand marketers will activate more than 20 targeting segments per campaign with their DSP, so it’s difficult for them to take the segment IDs and plug it into the campaign,” Sharma said.
It lets the marketer activate all targeting preferences through one ID. Behind the scenes, IAS will auto-sync the process.
Advertisers can average more than 400 contextual segments from IAS on a pre-bid basis to avoid undesirable content or target toward content that is suitable for their campaigns.
Major DSPs including Adelphic, Adform, Amobee, MediaMath, Xandr, Yahoo, and others have integrated Context Control.
OMD Turkey, in a recent study, was challenged with boosting awareness and driving conversions for their client, Renault, without using third-party audience targeting, all during the busy automotive period of Q4. IAS Context Control Targeting outperformed the competition and resulted in strong improvement in Renault's KPIs including a 53% increase in click-through rate, 8.4% increase in conversion rate, and 3% improvement in cost per click (CPC).