Staff Reporters
Sep 2, 2021

Integral Ad Science acquires Publica

With the deal, the media verification firm continues its specialisation in connected TV technology.

Integral Ad Science acquires Publica

Third-party media verification firm Integral Ad Science is acquiring US-based connected TV (CTV) ad platform Publica in a cash (75%) and stock (25%) transaction valued at $220 million. 

Publica co-founder and CEO, Ben Antier, will now report directly to IAS CEO Lisa Utzschneider and the Publica brand will become part of IAS's product portfolio.  The platform delivers over 3 billion ads on CTV every month.

The deal is part of IAS' growing specialisation in CTV as part of its strategy to help publishers monetize their video and help advertisers gain more transparency in the space to monitor inventory quality. 

"CTV viewership and programmatic advertising have skyrocketed, and by acquiring Publica we're accelerating our growth to offer publishers the tools to capitalize on this opportunity," said 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."

Antier said: "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. 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."

eMarketer estimates that advertisers will invest over $13.4 billion into CTV this year, growing to surpass $24.7 billion by 2024. 

Related Articles

Just Published

1 day ago

WFA census shows Japan faces the highest inclusivity...

Japan trails far behind in terms of how companies deal with discrimination, negative behaviours, mental health, and diversity and inclusion perceptions, according to WFA's second WFA global census.

1 day ago

Reddit will no longer allow users to opt-out of ad ...

The mandatory opt-in for personalised ads was announced as part of a series of settings updates that will gradually be rolled out in the coming weeks. Select unspecified countries will still be able to opt-out.

2 days ago

Better Climate Store’s Greenwash can wash away ...

The multitasking product might deserve a spot in Ad Nut’s oaky home…unless Ad Nut is sensing a bit of irony.