Integral Ad Science, a global leader in media measurement and optimization, has launched its AI-powered Total Media Performance™ (TMP) solution. TMP integrates IAS’s trusted media quality signals with in-flight campaign optimization to help advertisers achieve superior outcomes. This groundbreaking solution leverages responsible AI models to align media quality, cost, and outcomes, driving ad effectiveness with complete transparency across the programmatic supply chain.

Key Features of Total Media Performance (TMP)

1. Boost Outcomes:

• Combines IAS’s pre-bid protection with ROI-focused optimization to prioritize high-quality media.
• Protects brand equity and ensures seamless synchronization of quality protection across DSPs for operational efficiency.

2. Gain Greater Transparency:

• Offers supply chain visibility by merging media quality and cost insights with IAS’s quality path optimization.
• Empowers advertisers to identify and optimize the most efficient media for improved results.

3. Automate In-Flight Adjustments:

• Dynamic Performance Profiles enable real-time adjustments to maximize reach and performance.
• Incorporates privacy-safe contextual targeting for automated, adaptive campaign management.

Leadership Insights

Lisa Utzschneider, CEO of IAS:
"The launch of TMP signifies a transformative step for IAS as we move beyond media efficiency and brand protection. TMP empowers advertisers to turn media quality insights into actionable strategies that drive superior outcomes in a fragmented digital media ecosystem."

Srishti Gupta, CPO of IAS:
"TMP equips advertisers with tools to maximize media investments by reducing waste, enhancing performance, and safeguarding brand equity. This solution reflects our commitment to evolving alongside the needs of advertisers in today’s complex media landscape."

Real-World Impact

IAS demonstrated the financial benefits of TMP for a leading global technology brand by reallocating ad spend to higher-quality paths:

• 25% reduction in cost per conversion.
• 33% reduction in the cost of a quality impression.

Looking Ahead

IAS's Total Media Performance redefines media measurement by integrating quality, cost efficiency, and automation into one unified solution. By prioritizing high-quality media and ensuring supply chain transparency, TMP positions global advertisers to thrive in an ever-evolving digital ecosystem.