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Integral Ad Science (IAS), a global leader in media measurement and optimisation, has announced the launch of its AI-powered Total Media Performance™ (TMP) solution. Designed to enhance campaign outcomes, TMP combines IAS’s industry-leading media quality signals with in-flight optimisation, allowing advertisers to maximise return on investment (ROI) in a fragmented digital media landscape.
Using responsible artificial intelligence (AI) models, TMP aligns media quality with cost and performance, enabling advertisers to optimise ad effectiveness through quality path optimisation, with end-to-end transparency across the programmatic supply chain.
Lisa Utzschneider, CEO of IAS, commented, “The launch of TMP marks a significant evolution for IAS as we expand beyond media efficiency and brand protection to deliver a unified marketing performance solution. We’re uniquely positioned to help advertisers unlock data to transform media quality insights into actionable, revenue-driving strategies and achieve superior results across the increasingly fragmented digital media ecosystem.”
With TMP, global advertisers can:
- Boost Outcomes: IAS’s pre-bid protection prioritises quality media, driving ROI while protecting brand equity in a unified solution.
- Gain Greater Transparency: TMP offers media quality and cost insights, along with quality path optimisation, empowering advertisers with supply chain transparency for more efficient media selection.
- Automate In-Flight: Dynamic Performance Profiles allow advertisers to optimise campaigns mid-flight, using dynamic, privacy-safe contextual targeting to maximise reach and performance.
Srishti Gupta, CPO of IAS, said, “With TMP, IAS can now equip advertisers with advanced tools to maximise their media investments, driving both efficiency and exceptional outcomes. We are committed to evolving TMP to meet advertisers’ needs, helping them reduce media waste, drive superior performance, and safeguard brand equity in the evolving media landscape.”
TMP has already demonstrated measurable impact, with IAS helping a leading global technology brand achieve a 25% decrease in cost per conversion and a 33% reduction in the cost of a quality impression by reallocating spend towards higher-quality paths.
