RadiumOne partners with Integral Ad Science on measurement
Data-driven marketing company RadiumOne has signed a global partnership with Integral Ad Science (IAS). The partnership aims to measure the quality of global digital media and help drive industry visibility and best-practice.
IAS uses technology and data to empower the advertising industry to effectively influence consumers everywhere. Developed in response to questions around programmatic visibility, the partnership between RadiumOne and IAS sets out to provide clarity to the industry over standards and metrics.
The partnership comes in tandem with IAS’ H1 2016 Media Quality Report, which shows RadiumOne outperforming programmatic industry benchmarks across key metrics including ad fraud, viewability and brand safety. The report provides independent verification that RadiumOne’s data-driven, consumer-centric approach connects advertisers with real people in high-quality, brand-safe digital environments.
“RadiumOne’s commitment to finding high-quality placements has paid off. They have performed significantly better than all of our benchmarks for measures of media quality for both banner and video advertising,” said Harmon Lyons, VP of Business Development of Integral Ad Science.
“At RadiumOne, our mission is to help brands run data-driven marketing campaigns that connect with consumers in powerful ways. Part of doing what’s best for the client is helping support positive steps in the wider programmatic space. In response to ongoing questions, we’re beginning to see the industry trend towards increased visibility and opening up best practice frameworks. Our partnership with IAS aims to keep that momentum going,” said RadiumOne Regional Director SEA Charlie Baillie.
In its drive to power more accountable marketing, RadiumOne integrated IAS’s pre-bid targeting solutions for banner and video advertising. After measuring over five billion impressions during the first six months of 2016, IAS determined that RadiumOne’s advertising fraud rate of just 3.4 percent was less than one-half the average of 8.3 per cent for all programmatic advertising technology vendors surveyed by IAS during that time. IAS defines ad fraud as any deliberate activity that prevents ads from being served to human users. IAS reports that 7.1 percent of all digital advertising display impressions are fraudulent, meaning that RadiumOne substantially beats both peers and industry-wide averages for delivering campaigns to humans, rather than so-called ‘bot’ viewers.
IAS measured RadiumOne’s average in-view rate at 53 per cent for video and 57 per cent for banners, coming in 64 per cent and 10 per cent higher than the 32 per cent and 52 per cent in-view rates, respectively, reported for other programmatic vendors. In fact, RadiumOne’s performance on banner ad viewability was almost as high as what can be obtained via publisher-direct media buying. Average percentage in-view measures the proportion of served impressions that can be seen by human viewers, wherever they are. IAS reports that more than half of all digital ads today are not viewable.
On measures of brand safety, which characterise the suitability of publisher content for advertising, RadiumOne served its clients’ campaigns into ‘high to very high risk’ media only one per cent of the time – 30 per cent better than other programmatic vendors, which averaged 1.4 per cent.
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