{{Short description|American publicly owned technology company}} {{Infobox company | name = Integral Ad Science | logo = Integrated ad science logo.jpg | logo_size = 200px | owner = NovaCap | former_name = AdSafe Media | type = Public | traded_as = {{NASDAQ|IAS}} | industry = Ad technology | founded = {{start date and age|2009}} | founder = Will Luttrell<br>Helene Monat<br>Foster Provost<br>Bryan St. John<br>Josh Attenberg<br>Kent Wakeford | hq_location_city = New York City, New York | hq_location_country = United States | area_served = Worldwide | key_people = Lisa Utzschneider (CEO) | products = Marketer's Edge<br>Trader's Edge<br>Seller's Edge | revenue = $408M ($50M as of January 2015 <ref name=forbes2014>{{cite magazine|url=https://www.forbes.com/most-promising-companies/list/#tab:rank| title=America's Most Promising Companies|magazine=Forbes|date=2014|accessdate=March 29, 2015}}</ref>) | website = {{URL|http://integralads.com}} }} '''Integral Ad Science''' ('''IAS''') is an American publicly traded technology company that analyzes the value of digital advertising placements. Based in New York City, it has locations in Chicago, San Francisco, Berlin, London, Paris, Melbourne, Singapore, Sydney, Tokyo and Pune.<ref>{{Cite web|url=http://commercialobserver.com/2014/10/ad-tech-company-expands-to-west-village|title=Ad Tech Company Inks Big West Village Relocation|publisher=Commercial Observer|date=October 21, 2014|accessdate=March 29, 2015|author=Salinger, Tobias}}</ref><ref>{{cite magazine|url=http://therealdeal.com/blog/2014/10/20/advertising-tech-firm-expands-to-25k-sf-in-the-village|title=Advertising tech firm expands to 25K sf in the Village|magazine=The Real Deal|date=October 20, 2014|accessdate=March 29, 2015}}</ref>
It is known for addressing issues around fraud, viewability and brand risk, as well as TRAQ, a proprietary media quality score.<ref name=adweek>{{cite magazine|url=http://www.adweek.com/news/technology/adsafe-rebrands-integral-ad-science-145493|title=AdSafe Rebrands as Integral Ad Science|magazine=Adweek|date=November 29, 2012|accessdate=March 29, 2015|author=Peterson, Tim}}</ref><ref name=techcrunch>{{cite news|url=https://techcrunch.com/2014/01/02/integral-ad-science-raises-30m-august-capital-led-round-to-find-high-quality-ad-impressions/| title = Integral Ad Science Raises $30M, August Capital-Led Round To Find High Quality Ad Impressions|work=TechCrunch|date=January 2, 2014|accessdate=March 29, 2015|author=Ha, Anthony}}</ref><ref name=adage/> In addition to evaluating the quality of online ad placements between media buyers and sellers,<ref name="adweek" /><ref>{{Cite web|author=Joe, Ryan|date=August 8, 2014|title=Fraud-day With Integral Ad Science: 'The Way The Industry Measures Performance Online Is Fundamentally Flawed'|url=http://adexchanger.com/platforms/fraud-day-with-integral-ad-science-the-way-we-measure-performance-online-is-fundamentally-flawed|publisher=Ad Exchanger|accessdate=March 29, 2015}}</ref> it creates products for agencies and marketers, programmatic players and media sellers.<ref>{{Cite web|date=December 11, 2013|title=Integral Ad Science Granted a Patent for Ad Blocking|url=http://www.marketwired.com/press-release/Integral-Ad-Science-Granted-a-Patent-for-Ad-Blocking-1861291.htm|publisher=Market Wired|accessdate=March 29, 2015}}</ref>
IAS is a member of the Interactive Advertising Bureau and works with the "Brand Integrity Program Against Piracy" initiative by the Trustworthy Accountability Group.<ref>{{Cite web|author=Loechner, Tyler|date=February 10, 2015|title=TAG Unveils Anti-Piracy Program At IAB Leadership Meeting|url=http://www.mediapost.com/publications/article/243467/tag-unveils-anti-piracy-program-at-iab-leadership.html|publisher=Real-Time Daily|accessdate=March 29, 2015}}</ref><ref>{{Cite web|title=IAB Associate Members|url=http://www.iab.net/member_center/1521/1531|publisher=IAB|accessdate=March 29, 2015}}</ref>
==History== The company was founded by Will Luttrell, Helene Monat, Foster Provost, Bryan St. John, Josh Attenberg and Kent Wakeford in 2009, with initial investment from Coriolis Ventures.
Initially known as an ad verification company called ''AdSafe Media'', it secured over $7 million in Series B funding led by Accomplice a year after its founding.<ref>{{cite news|url=https://techcrunch.com/2010/07/06/adsafe-media-raises-7-25-million-for-brand-verification-platform|title=AdSafe Media Raises $7.25 Million For Brand Verification Platform|work=TechCrunch|date=July 6, 2010|accessdate=March 29, 2015|author=Rao, Leena}}</ref> In 2012, it raised an additional $10 million in funding from Pelion Venture Partners, Accomplice and Coriolis Ventures.<ref>{{cite news|url=https://venturebeat.com/2012/04/18/adsafe-raises-10m-to-ensure-that-ads-go-on-safe-web-pages|title=AdSafe raises $10M to ensure that ads go on "safe" web pages|work=VentureBeat|date=April 18, 2012|accessdate=March 29, 2015|author=Takahashi, Dean}}</ref><ref>{{Cite web|url=http://www.marketwired.com/press-release/adsafe-media-secures-10-million-in-funding-led-by-pelion-venture-partners-1645548.htm|title=AdSafe Media Secures $10 Million in Funding Led by Pelion Venture Partners|publisher=MarketWired|date=April 18, 2012|accessdate=March 29, 2015}}</ref>
In 2013, a year after being rebranded as Integral Ad Science and becoming a media valuation firm, it was recognized by ''Crain's New York Business'' as one of the Best Places to Work.<ref>{{Cite web|url=http://www.crainsnewyork.com/gallery/20131206/FEATURES/120909999/14|title=No. 62 Integral Ad Science|publisher=Crain's New York Business|date=2013|accessdate=March 29, 2015}}</ref> In January 2014, its ad verification technology was accredited by the Media Rating Council.<ref name="makegood">{{Cite web|url=http://www.the-makegood.com/2014/02/18/integral-is-accredited-for-fighting-fraud|title=Integral is Accredited for Fighting Fraud|publisher=The Make Good|date=February 18, 2014|accessdate=March 29, 2015|archive-date=April 2, 2015|archive-url=https://web.archive.org/web/20150402124513/http://www.the-makegood.com/2014/02/18/integral-is-accredited-for-fighting-fraud/|url-status=dead}}</ref><ref name="mediarating">{{Cite web|url=http://www.mediaratingcouncil.org/Accredited%20Services.htm|title=MRC Accredited Services|publisher=Media Rating Council|accessdate=March 29, 2015}}</ref>
After raising $30 million in a Series D funding round led by August Capital,<ref name="techcrunch" /><ref>{{Cite web|url=http://pando.com/2014/01/02/integral-ad-science-raises-30-million-for-ad-policing|title=Integral Ad Science raises $30 million for ad policing|publisher=Pando Daily|date=January 2, 2014|accessdate=March 29, 2015|author=Griffith, Erin}}</ref> IAS has raised over $47 million in total funding.<ref name="adage">{{cite magazine|url=http://adage.com/article/iab-annual-meeting/integral-ad-science-acquires-mobile-ad-server-simplytics/291628|title=Integral Ad Science Acquires Simplytics To Extend Anti-Fraud Capability To Mobile|magazine=Ad Age|date=February 11, 2014|accessdate=March 29, 2015|author=Kantrowitz, Alex}}</ref> In February 2014, a month before announcing international offices in Germany and Singapore,<ref>{{Cite web|url=http://www.marketwatch.com/story/integral-ad-science-expands-internationally-opening-offices-in-germany-and-singapore-2014-03-03|title=Integral Ad Science Expands Internationally, Opening Offices in Germany and Singapore|publisher=Market Watch|date=March 3, 2014|accessdate=March 29, 2015}}</ref> it acquired Simplytics, a UK-based mobile advertising analytics company.<ref name="adage" />
In September 2014, IAS announced Causal Impact, a ROI measurement tool for online advertising.<ref>{{Cite web|url=http://www.marketwatch.com/story/integral-ad-science-introduces-causal-impact-the-ad-tech-industrys-first-solution-to-determine-the-causal-roi-of-online-display-campaigns-2014-09-26|title=Integral Ad Science Introduces Causal Impact, the Ad-Tech Industry's First Solution to Determine the Causal ROI of Online Display Campaigns|publisher=Market Watch|date=September 26, 2014|accessdate=March 29, 2015}}</ref> Recognized on ''Crain's'' 2014 Fast 50 and Best Places to Work,<ref>{{Cite web|url=http://www.crainsnewyork.com/gallery/20141012/FEATURES0101/101209996/7| title=No. 7 Integral Ad Science|publisher=Crain's New York Business|date=2014|accessdate=March 29, 2015}}</ref><ref>{{Cite web|url=http://www.crainsnewyork.com/article/20141001/PROFESSIONAL_SERVICES/140939995/crains-names-2014-best-places-to-work|title=Crain's names 2014 Best Places to Work|publisher=Crain's New York Business|date=October 1, 2014|accessdate=March 29, 2015|author=Trager, Cara S.}}</ref> Integral was named by ''Forbes'' as one of America's Most Promising Companies of 2014,<ref name="forbes2014" /> as well as being ranked on the 2014 ''Inc.'' 5000 list.<ref>{{cite magazine|url=http://www.inc.com/profile/integral-ad-science|title=Integral Ad Science|magazine=Inc.|date=2014|accessdate=March 29, 2015}}</ref>
In early 2015, in addition to announcing its expansion to Sydney, Australia,<ref>{{Cite web|url=http://www.scoop.co.nz/stories/BU1502/S00068/integral-ad-science-expands-global-presence.htm|title=Integral Ad Science Expands Global Presence|publisher=Scoop Media|date=February 3, 2015|accessdate=March 29, 2015}}</ref> it had its video ad viewability technology was accredited by the Media Rating Council.<ref name="mediarating" /><ref>{{Cite web|url=http://www.mediapost.com/publications/article/244674/integral-receives-mrc-accreditation-for-video-ad-v.html|title=Integral Receives MRC Accreditation For Video Ad Viewability|publisher=Real-Time Daily|date=February 27, 2015|accessdate=March 29, 2015|author=Loechner, Tyler}}</ref> In February, a month before acquiring Veenome, a DC-based video advertising analytics company,<ref>{{Cite web|url=http://adexchanger.com/ad-exchange-news/integral-ad-science-acquires-video-measurement-startup-veenome|title=Integral Ad Science Acquires Video Measurement Startup Veenome|publisher=Ad Exchanger|date=March 4, 2015|accessdate=March 29, 2015|author=Liyakasa, Kelly}}</ref> IAS opened its Anti-Fraud Lab for research and development of fraud detection and prevention in Seattle, Washington.<ref>{{Cite web|url=http://nativemobile.com/fight-fraud-can-integral-ad-sciences-new-lab-help-detect-advertising-deceptions-15467| title = The Fight Against Fraud: Can Integral Ad Science's New Lab Help Detect Advertising Deceptions?|publisher=Native Mobile|date=February 18, 2015|accessdate=March 29, 2015|author=Novak, Rebecca}}</ref><ref>{{Cite web|url=http://www.cso.com.au/mediareleases/21571/integral-ad-science-opens-new-lab-to-help-combat|title=Integral Ad Science Opens New Lab to Help Combat Advertising Fraud|publisher=CSO|date=February 10, 2015|accessdate=March 29, 2015}}</ref>
In July 2016, Integral acquired Swarm Enterprises, a San Francisco-based bot detection company to bolster their advertising fraud detection product.<ref>{{cite news|url=https://techcrunch.com/2016/07/08/integral-ad-science-acquires-swarm/|title=Integral Ad Science acquires bot detection company Swarm|work=TechCrunch|date=July 8, 2018|accessdate=April 24, 2018|author=Ha, Anthony}}</ref> When its former CEO Scott Knoll moved to an advisory role,<ref>{{Cite web|title=Lisa Utzschneider Joins IAS as Chief Executive Officer|url=https://integralads.com/news/lisa-utzschneider-joins-ias-chief-executive-officer/|access-date=2021-10-20|website=Integral Ad Science|language=en-US}}</ref> Lisa Utzschneider was hired to fill the position at IAS.<ref>{{Cite web|title=Lisa Utzschneider Joins IAS as Chief Executive Officer|url=https://integralads.com/news/lisa-utzschneider-joins-ias-chief-executive-officer/|access-date=2021-10-20|website=Integral Ad Science|language=en-US}}</ref>
In June 2021, the firm held an initial public offering of stock and began trading on the Nasdaq exchange under the ticker symbol IAS.<ref>{{cite web |last=Rifilato |first=Tony |date=30 June 2021|title=IAS Goes Public In Bid To Retain Competitive Edge |url=https://www.adexchanger.com/platforms/ias-goes-public-in-bid-to-retain-competitive-edge/ |url-status=live |archive-url=https://web.archive.org/web/20210630230213/https://www.adexchanger.com/platforms/ias-goes-public-in-bid-to-retain-competitive-edge/ |archive-date=30 June 2021 |access-date=4 May 2023 |website=AdExchanger}}</ref> In August, IAS acquired the CTV ad server platform [https://www.getpublica.com/ Publica] for $220M.<ref>{{Cite web |last=Bruell |first=Alexandra |title=Integral Ad Science Buys Ad-Tech Company Publica for $220 Million |url=https://www.wsj.com/articles/integral-ad-science-buys-ad-tech-company-publica-for-220-million-11628591400 |access-date=2023-05-04 |website=WSJ |language=en-US}}</ref>
On November 23, 2025, it was reported that the private equity firm NovaCap had completed the purchase of IAS, valued at $1.9 billion.<ref>{{Cite web|url=https://integralads.com/news/ias-priorities-in-2026/|title=IAS Announces Completion of Acquisition by Novacap|work=Integral Ad Science|access-date=2026-01-09|language=en}}</ref>
==TRAQ== TRue Advertising Quality, also known as TRAQ, is an ad quality scoring system created by Integral Ad Science. The system gives scores from 250 to 1,000, which buyers and sellers use to value media by assessing metrics including brand safety, ad fraud, page content and structure, time viewed, share of view, and ad clutter.<ref name=makegood/><ref>{{cite magazine|url=https://www.forbes.com/sites/roberthof/2014/01/29/digital-ad-fraud-is-improving-but-many-ads-still-arent-seen-by-real-people|title=Digital Ad Fraud Is Improving - But Many Ads Still Aren't Seen By Real People|magazine=Forbes|date=January 29, 2014|accessdate=March 29, 2015|author=Hof, Robert}}</ref>
==Partnerships== Integral is partnered with multiple buyers and sellers, including agency holding groups and DSP's. Integral is partnered with Nielsen, which uses Integral's viewability measurement.<ref>{{Cite web|url=http://www.nielsen.com/us/en/press-room/2014/nielsen-and-integral-ad-science-launch-nielsen-online-campaign-ratings-viewability-globally.html|title=Nielsen and Integral Ad Science Launch Nielsen Online Campaign Ratings Viewability Globally|publisher=Nielsen|date=March 31, 2014|accessdate=March 29, 2015}}</ref> In August 2014, Integral partnered with TubeMogul for anti-fraud verification and viewability measurement.<ref>{{Cite web|url=http://investor.tubemogul.com/releasedetail.cfm?releaseid=867079|title=TubeMogul Enters Exclusive Partnership with Integral Ad Science For Independent Viewability and Fraud Verification|publisher=TubeMogul|date=August 20, 2014|accessdate=March 29, 2015|archive-url=https://archive.today/20150422154223/http://investor.tubemogul.com/releasedetail.cfm?releaseid=867079|archive-date=April 22, 2015|url-status=dead}}</ref> In January 2015, MediaMath partnered with IAS to use Integral's pre-bid targeting tool, Bid Expert.<ref>{{Cite web|url=http://www.prnewswire.com/news-releases/mediamath-and-integral-ad-science-join-forces-to-improve-advertising-performance-and-drive-marketer-roi-300022286.html|title=MediaMath and Integral Ad Science Join Forces to Improve Advertising Performance and Drive Marketer ROI|publisher=PR Newswire|date=January 20, 2015|accessdate=March 29, 2015}}</ref> In June 2019, IAS announced it was partnering with Verizon and multiple connected TV (CTV) publishers, including NBC Universal and CBS Interactive, for a pilot verification program to tackle CTV ad fraud.<ref>{{Cite web|url=https://www.thedrum.com/news/2019/06/05/ias-partners-with-verizon-and-host-publishers-tackle-ctv-ad-fraud|title=IAS partners with Verizon and a host of publishers to tackle CTV ad fraud|website=The Drum|language=en|access-date=2020-03-06}}</ref>
==References== {{Reflist|33em}}
==Further reading== *[https://web.archive.org/web/20140607032202/http://www.iab.net/iablog/2014/06/faulty-fraud.html Faulty Fraud Predictions Are Harming Digital Advertising]
==External links== *[http://integralads.com/ Official website]
Category:Business services companies established in 2009 Category:Companies based in New York City Category:2009 establishments in New York City Category:2025 mergers and acquisitions