Integral Ad Science acquires Publica
August 10, 2021
In a move that accelerates the next evolution of its publisher business and plans to build a global addressable CTV ad platform, digital media quality specialist Integral Ad Science has acquired connected TV advertising platform , in a cash and stock transaction valued at $220 million (€188m).
With this acquisition, Integral Ad Science (IAS) is accelerating its CTV strategy to help publishers better monetise their video programming across CTV devices, while building new tools to provide advertisers with much-needed transparency into the quality of this inventory.
“CTV viewership and programmatic advertising have skyrocketed, and by acquiring Publica we’re accelerating our growth to offer publishers the tools to capitalise on this opportunity,” advises Lisa Utzschneider, CEO, IAS. “Advanced data and technology will fuel the future of addressable CTV advertising. Now video publishers can increase their revenue, and in the future we will help advertisers with a trusted way to measure the results of their growing CTV budgets. In fact, Publica reports that publishers using its platform have seen on average a 30 per cent lift in yield for their CTV inventory. I welcome Ben and the Publica team as we innovate together to increase CTV advertising quality and impact.”
By acquiring Publica’s leading technology platform and its proprietary data assets, IAS says it will help transform CTV advertising by enabling publishers to monetise their video programming successfully, while providing advertisers with a new way to access brand safe and suitable inventory. It says Publica powers exceptional ad experiences for streaming audiences on their TV screens, connects supply-side platforms (SSPs) to unique CTV inventory, and helps increase publisher yield.
IAS’s CTV offerings will now include Publica’s unified auction, over-the-top (OTT) header bidding for programmatic buying, audience management, campaign management, server-side ad insertion (SSAI), ad pod automation, and advanced analytics. This acquisition expands IAS’s current CTV capabilities, which include the industry’s first CTV verification solution for global invalid traffic (IVT) and viewability across programmatic and direct buying on all apps and providers. IAS plans to introduce a comprehensive brand safety and suitability solution for CTV advertisers and publishers in the coming months, bolstered by Publica’s existing platform and CTV content data.
“Audiences have already switched to watching CTV and more ad-supported content than ever; by joining IAS, we’re offering a trusted platform for brands and publishers to drive more ad dollars towards CTV,” said Ben Antier, Co-Founder & CEO, Publica. “We have a joint vision to transform CTV advertising with a data-driven approach that benefits the entire industry, while delivering an exceptional user experience.”
Publica delivers over 3 billion ads on CTV every month. By acquiring Publica, IAS says it is adding a talented team with decades of experience building leading video and CTV advertising products, while delivering results for some of the world’s largest publishers. Antier, now will report directly to Utzschneider. The Publica brand will become part of IAS’s product portfolio.
Under the terms of the agreement, IAS has acquired Publica in a transaction valued at $220 million, consisting of approximately 75 per cent in cash consideration and 25 perr cent in IAS stock. IAS will discuss the acquisition’s anticipated contribution to its financial outlook when it reports second quarter 2021 results on August 12th.