TAPTAP, the leading mobile-centric engagement company for brands, has partnered with Integral Science (IAS) to measure the viewability of ad impressions in digital advertising campaigns.
IAS is a global technology and data company that builds verification, optimisation, and analytics solutions to empower the advertising industry to effectively influence consumers everywhere, on every device. With third-party verification becoming increasingly vital to ensure transparency, buyers can now leverage the efficiency of programmatic with the added assurance that their messages are being seen by relevant audiences, in the relevant context, protecting advertisers from ad fraud. TAPTAP's Sonata platform is able to target ad impressions based on historical viewability performance. Through the partnership with IAS, Sonata’s viewability engine is now verified by a third-party, in accordance with the MRC (Media Rating Council) standards for viewability.
Alvaro del Castillo, TAPTAP's Founder and CEO, explains: “Our commitment is to respond to market demands, especially from major advertisers worldwide. Audiences are mostly digital and mostly mobile but over 50% of all ad impressions are never seen. If you want your brand to take part in the purchase decision process you must at first be seen. Through this partnership, we are able to offer brands greater control and viewability validation of their growing digital ad spend.”
“At IAS, we are committed to improving the advertising ecosystem, across display, video and mobile. Our technology and data provides sellers and buyers with peace of mind that their ads will have the opportunity to influence consumers, and in turn, generate real value,” comments Lee Moulding, Business Development Director at Integral Ad Science
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ABOUT TAPTAP
Founded in 2010, TAPTAP Networks has developed the Sonata Platform which through LQI (Location Quality Index) technology offers sophisticated user profiling, campaign activation and attribution. TAPTAP, present in 9 markets works with major brands and agencies globally providing data-driven branding solutions through video, mobile out-of-home and mobile rich media channels. Contact marketing@taptapnetworks.com or access to www.taptapnetworks.com for more information.
ABOUT INTEGRAL AD SCIENCE
Integral Ad Science (IAS) is a global technology and data company that builds verification, optimisation, and analytics solutions to empower the advertising industry to effectively influence consumers everywhere, on every device. We solve the most pressing problems for brands, agencies, publishers and technology companies by ensuring that every impression has the opportunity to be effective, optimising towards opportunities to consistently improve results, and analysing digital's impact on consumer actions. Built on data science and engineering, IAS is headquartered in New York with global operations in twelve countries. Learn more at www.integralads.com.
