RadiumOne Taps Integral Ad Science to Measure Inventory Quality and Beats Industry Norms for Ad Fraud, Viewability and Brand Safety
Data-driven Marketing Technology Company Outperforms Industry Benchmarks by More Than 30% for Ad Fraud, Video and Banner Viewability, and Brand Safety During the First Half of 2016
Oct 18, 2016, 08:00 ET
SAN FRANCISCO, Oct. 18, 2016 /PRNewswire/ -- RadiumOne, a leading data-driven marketing technology company, announced today that it has partnered with Integral Ad Science (IAS), the technology and data company that empowers the advertising industry to effectively influence consumers everywhere, to measure digital media quality. RadiumOne also announced that it substantially outperformed programmatic advertising industry norms for ad fraud, viewability and brand safety, according to the H1 2016 Media Quality Report issued by IAS. The report provides independent verification that RadiumOne's data-driven, consumer-centric approach to digital marketing is an effective way for advertisers to connect with real people in high-quality, brand-safe environments.
"RadiumOne's commitment to finding high-quality placements has paid off. They have performed significantly better than all of our benchmarks for measures of media quality for both banner and video advertising," said Harmon Lyons, VP of Business Development of Integral Ad Science.
In its drive to power more accountable marketing, RadiumOne integrated IAS's pre-bid targeting solutions for banner and video advertising. After measuring over five billion impressions during the first six months of 2016, IAS determined that RadiumOne's advertising fraud rate of just 3.4 percent was less than one-half the average of 8.3 percent for all programmatic advertising technology vendors surveyed by IAS during that time. IAS defines ad fraud as any deliberate activity that prevents ads from being served to human users. IAS reports that 7.1 percent of all digital advertising display impressions are fraudulent, meaning that RadiumOne substantially beats both peers and industry-wide averages for delivering campaigns to humans, rather than so-called 'bot' viewers.
IAS measured RadiumOne's average in-view rate at 53 percent for video and 57 percent for banners, coming in 64 percent and 10 percent higher than the 32 percent and 52 percent in-view rates, respectively, reported for other programmatic vendors. In fact, RadiumOne's performance on banner ad viewability was almost as high as what can be obtained via publisher-direct media buying. Average percentage in-view measures the proportion of served impressions that can be seen by human viewers, wherever they are. IAS reports that more than half of all digital ads today are not viewable.
On measures of brand safety, which characterize the suitability of publisher content for advertising, RadiumOne served its clients' campaigns into 'high to very high risk' media only 1 percent of the time – 30 percent better than other programmatic vendors, which averaged 1.4 percent. IAS dynamically scores individual pages for advertising quality based on whether it includes adult content, offensive language, violence, gambling or other inappropriate content. RadiumOne's exceptional performance for brand safety means that it places advertisers' messages in the right environments, and does so better than the alternatives.
"At RadiumOne, our mission is to help brands run data-driven marketing campaigns that connect with consumers in powerful ways," said Bob Hall, SVP of Business Development at RadiumOne. "We work closely with the industry's best media partners and publishers, and our data, bidding and optimization strategies ensure that our clients' campaigns have the best possible placement. The results from Integral Ad Science continue to prove that we are much more effective than the competition in addressing the media quality issues that matter most to advertisers."
About Integral Ad Science
Integral Ad Science (IAS) is a global technology and data company that builds verification, optimization, and analytics solutions to empower the advertising industry to effectively influence consumers everywhere, on every device. We solve the most pressing problems for brands, agencies, publishers, and technology companies by verifying that every impression has the opportunity to be effective, optimizing towards opportunities to consistently improve results, and analyzing digital's impact on consumer actions. Built on data science and engineering, IAS is headquartered in New York with global operations in ten countries. Our growth and innovation have been recognized in Inc. 500, Crain's Fast 50, Forbes America's Most Promising Companies, and I-COM's Smart Data Marketing Technology Company. Learn more at http://www.integralads.com.
About RadiumOne
RadiumOne is the only data-driven marketing company connecting the dots between brands' paid, earned, shared and owned assets to find and connect with high-value consumers. Through our ability to see the strongest signals of consumer intent and predict where consumers are on their journeys, we can build safe and effective brand-specific campaign strategies. RadiumOne delivers digital campaigns that are measured against real business outcomes. Based in San Francisco, RadiumOne has offices across the North America, Europe and Asia Pacific. More on RadiumOne can be found at http://www.radiumone.com. Follow us on Twitter @RadiumOne.
Media Contacts:
Rekha Ravindra
VP of Marketing
RadiumOne
(415) 418-2343
[email protected]
Katie Halloran
SHIFT Communications
(415) 591-8459
[email protected]
SOURCE RadiumOne