IAS acquires contextual ad provider ADmantX to bolster tech suite

Digital ad verification company Integral Ad Science (IAS) has acquired ADmantX, provider of contextual advertising, combining the latter's services with its suite of?ad verification products. With the acquisition, publishers and advertisers can match ads with relevant online content at the page level. IAS declined to comment on the value of the acquisition.

Besides boosting IAS's technological suite, the acquisition also brings a combination of patented technology and related expertise to IAS,?as well as deep relationships with brands and premium publishers worldwide. IAS said contextual relevant has never been more important to the advertising industry with the volume of digital content booming and increased data privacy concerns globally.?Through natural language understanding and machine cognition, ADmantX technology delivers near-human comprehension of online content - at scale. According to IAS, this enables both advertisers and publishers to better match ads to relevant content without limiting reach.

Stephen Dolan, IAS managing director, APAC, said the importance of?contextual understanding has increased rapidly over the past few years.

"We?re very excited to offer brands a solution that allows them to confidently place ads in a brand suitable environment at scale - and for publishers, they are now empowered to better optimize their content and improve revenue models. We are truly excited about the positive waves this acquisition will make, not only for our own clients but also for the industry as a whole," he added.

IAS CEO?Lisa Utzschneider said ADmantX shares its bold and disruptive vision to use science as the foundation of building innovative and effective solutions. "Adding this sophisticated?contextual technology to our global product suite unlocks unprecedented contextual classification at scale, enabling precise ad targeting for marketers," she said.

Meanwhile,?ADmantX CEO Giovanni Strocchi said the team is thrilled to be joining IAS. "The addition of our leading cognitive and linguistic intelligence technology to IAS will supply the industry with powerful and precise tools to drive ad adjacencies and increase customer engagement without limiting the scale and optimise publisher content inventories,? said .

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