Advert measurement corporations are withstanding the macroeconomic headwinds.
Slowing advert spend is inflicting advert tech corporations and publishers to tighten their belts, however Integral Advert Science (IAS) exceeded investor expectations by ending This autumn with $117.4 million in income, up 15% YOY.
IAS isn’t proof against advert spend volatility (the corporate nonetheless laid off 120 workers in December), however the “important nature” of measurement providers offers some insulation, mentioned CEO Lisa Utzschneider through the firm’s earnings name on Thursday.
Income from the provision facet alone additionally exceeded expectations, accounting for 15% of complete This autumn income, which was pushed by writer demand for Publica, the advert server IAS acquired in 2021.
Programmatic income was up 30% YOY, half of which got here from its AI-based contextual evaluation software, Context Management.
As seen on CTV
Related TV and social video are the 2 “core priorities” for IAS this yr, Utzschneider advised buyers, together with persevering with investments in contextual concentrating on.
Video is now outpacing show when it comes to the corporate’s progress, and the CTV area is in determined want of programmatic advert verification.
IAS not too long ago scored a take care of Netflix to be one of many streamer’s advert verification and measurement companions. IAS additionally inked a handful of consumer partnerships with giant worldwide manufacturers final yr, together with Hershey, which selected IAS for its “differentiated CTV expertise,” Utzschneider mentioned.
Social stress
However social video is swooping in for a few of CTV’s market share – and TikTok is on the prime of the record for a lot of manufacturers.
IAS partnered with TikTok in 2021 to confirm pre-bid advert placements and added post-bid advert measurement final yr. Each units of reporting align with model security danger ranges established by the International Alliance for Accountable Media (GARM).
And entrepreneurs are shopping for in. The variety of post-bid campaigns IAS measured on TikTok throughout This autumn grew 54% quarter over quarter.
This yr, IAS plans to broaden its TikTok providing into 20 extra worldwide markets to maintain scaling demand, Utzschneider mentioned. Presently, the providing is obtainable in only a handful of markets, together with the US and France.
TikTok often is the sexiest social media app on the block proper now, however different platforms nonetheless want love (and advert verification), too.
In January, IAS rolled out “tweet-level” evaluation to assist entrepreneurs on Twitter promote solely in opposition to content material they think about appropriate for his or her manufacturers, additionally based mostly on GARM requirements.
IAS additionally has a longstanding model safety-based relationship with Meta.
All issues thought of, IAS ended the yr in a “strengthened monetary place,” mentioned Tania Secor, who joined IAS as CFO in November.
And shareholders appear not less than semisatisfied; IAS shares ticked up 2% throughout after-hours buying and selling on Thursday.
