Digital media quality company, Integral Ad Science (IAS) has acquired Publica, a connected TV (CTV) advertising platform which delivers over 3 billion ads per month, in a cash and stock transaction valued at $220 million. The acquisition enables IAS to boost its CTV strategy to help publishers better monetize their video programming across CTV devices, while building new tools to provide advertisers with much-needed transparency into the quality of this inventory.
eMarketer estimates that advertisers will invest over $13.4 billion into CTV this year, growing to surpass $24.7 billion by 2024. By acquiring Publica’s platform and data assets, IAS will help transform CTV advertising by enabling publishers to successfully monetise their video programming, while providing advertisers with a new way to access brand-safe and suitable inventory.
Publica powers ad experiences for streaming audiences on their TV screens, connects supply-side platforms (SSPs) to CTV inventory and helps increase publisher yield.
Through the acquisition, 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.
Lisa Utzschneider, CEO, IAS