Progress Ventures


TubeMogul strikes deal with Integral Ad Science to improve ad viewability

SINGAPORE, November, 26, 2014  — TubeMogul, the leading software company for digital branding, announced a partnership with Integral Ad Science to provide TubeMogul’s clients across Asia-Pacific with independent verification on the placement and performance of their digital video advertising.

The alliance in Asia-Pacific is aimed at enabling brand advertisers to verify placement and measure if consumers are actually viewing online video ads. TubeMogul is the first programmatic video ad-buying provider to integrate Integral’s reporting and optimization data into its platform.

The Integral Ads platform is used by brands and agencies to verify the effectiveness of their video campaigns and better optimize their overall media strategy. Integral’s TRAQ Video Score provides an impression-level score based on brand safety, ad viewability, fraud, professionalism, and other video metrics.

“Advertisers across the world are seeking solutions that enable them to secure high quality media placements and viewable, fraud free impressions,” said Integral Ads Asia-Pacific Managing Director Stephen Dolan. “We have partnered with TubeMogul in the Asia-Pacific region because they have the same commitment to boosting view rates for video ads, and their programmatic platform has an excellent track record with brand advertisers.”

Dolan added:  “Integral Ad Science’s TRAQ can empower brand advertisers to verify that they are placing ads on quality media and optimize their campaigns based on several page environment and ad exposure attributes combined.”

The Integral Ads technology will supplement TubeMogul’s own viewability software, launched last year, as well as TubeMogul’s brand safety technology.

TubeMogul’s clients will be able to see their TRAQ Video score alongside TubeMogul metrics, providing side-by-side verification across open exchange inventory as well as inventory purchase directly from publishers.

“Video branding via programmatic technology works well when brands run their campaigns in a single platform and advertisers are provided with all the right tools to verify and boost performance,” said TubeMogul South East Asia Managing Director Phu Truong. “Brands want independent verification of their digital video advertising performance and this technology alliance delivers that.”

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