IAS, Microsoft Ads Partner for Third-Party Measurement

IAS, Microsoft Ads Partner for Third-Party Measurement, now Nasdaq-listed as a global leader in media measurement and optimization, today announced its expanded partnership with Microsoft Advertising. The new deal would deliver third-party post-bid measurement solutions on brand safety, suitability, viewability, and invalid traffic across Microsoft’s ad platforms, which include the Microsoft Advertising Platform and Microsoft Invest. This is the first time advertisers have been able to verify reporting on proprietary audience data from Microsoft, including in-market audiences.

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The extended partnership gives advertisers even more profound insight to drive deeper engagement with verified users while ensuring their content appears next to brand-safe and suitable content. via IAS Signal, the quality of the media can be assured based on complete global campaign metrics provided by IAS.

With this first-to-market partnership, IAS and Microsoft Advertising are unlocking more value for our shared customers by arming them with actionable data through independent verification that leads to meaningful outcomes,” said Lisa Utzschneider, CEO of IAS. “Our differentiated data gives advertisers confidence that they are achieving results, reaching real audiences, and protecting their brand equity to optimize campaign performance.

Because of this, through the IAS measurement tools, advertisers will be able to know the effectiveness of their native, video, display, and CTV campaigns across the Microsoft Advertising ecosystem, including owned and operated inventory from Microsoft plus direct partnerships.

The Microsoft Advertising platform is an increasingly intuitive online advertising platform that enables all businesses, from small to enterprise, to run audience ads inclusive of display, native, and video on Microsoft-owned-and-operated properties such as MSN, Outlook, Bing, Microsoft 365, and Microsoft Casual Games, plus trusted third-party publishers like The New York Times, Wall Street Journal, and BuzzFeed. Audience ads let advertisers reach their target audience in premium placements across the web using Microsoft AI.

Meanwhile, Microsoft Invest is an enterprise omnichannel DSP that allows enterprise advertisers to access extensive and unique CTV publisher inventory to target audiences programmatically across all screens and drive better business outcomes. With a performance data-driven approach, flexible transaction options, and support for outcome-based buying, programmatic guarantees, and advanced deal curation, Microsoft Invest can meet any need.

Moreover, with Microsoft Invest, all advertisers can now target over 1 billion users programmatically and drive superior campaign performance by unlocking search intent signals combined with unique user profiles.

We’re excited to expand this partnership with IAS into more measurement products for our customers. said Kya Sainsbury-Carter, Corporate Vice President, Microsoft Advertising. IAS’s technology brings increased visibility into Microsoft’s audiences across our advertising ecosystem, further strengthening our products and reiterating our commitment to a safe environment to protect advertisers’ investments and brands.

This year, IAS pioneered the first-ever platform-wide partner for brand safety across the Microsoft Advertising Network. They have become the sole provider of pre-bid brand safety for native ads across both desktop and mobile web.