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IAS and RTB House partner to improve measurement and brand safety

Integral Ad Science (IAS), a digital ad verification company, has partnered with deep learning-powered adtech platform RTB House to deliver enhanced measurement and brand safety in digital advertising.

The partnership will enable RTB House to match advertisers’ brand risk threshold and avoid potentially undesirable content by activating the IAS Publisher Verification technology. RTB House and IAS also promise to improve media quality standards and ensure greater campaign end results through being able to measure viewability and invalid traffic (IVT) rates.

“Our mission at IAS is to be the global benchmark for trust and transparency in digital media quality. By partnering with RTB House, we can help ensure the brands and agencies it works with gain greater transparency and a more complete view of their media buys to boost confidence around campaign performance,” said Yannis Dosios, Global Chief Commercial Officer at IAS.

RTB House ensures that its clients will have greater transparency and measurement of impressions to better align with client expectations, and more effectively achieve advertising goals.

“Our partnership with IAS is the latest in a series of collaborations with industry players, as we seek to ensure optimum ad campaign performance for clients that guarantees brand-safe, transparent and highly measurable impressions,” said Mateusz Jędrocha, Head of Upper-Funnel Solutions Development at RTB House. “The Deep Learning algorithms that power the RTB House engine make ad campaigns up to 50% more efficient than those using standard machine learning techniques. By working with major digital media quality partners, we can offer our customers an extra layer of comfort that ensures their marketing budgets are driving real value for the entire business.”

*RTB House is a client of Bluestripe Communications, owned by Bluestripe Group, owner of NDA

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Patrick Collister, NDA’s monthly creative columnist, is the Curator of The Caples Awards, Editor of Directory and a friend to Ad-Lib.io.