Dentsu partners with Integral Ad Science for Australian-market first
Dentsu has announced a new partnership with Integral Ad Science (IAS) as the agency holding group seeks to enhance its commitment to making programmatic transparency solutions available for marketers.
As part of the agreement, Dentsu will make IAS’s Total Visibility product available to local advertisers in an Australian and New Zealand market first. The product will deliver transparency into digital media quality and corresponding supply path costs.
The IAS’s Quality Impressions metric will be combined with programmatic cost and supply path data to help optimise buying strategy as well as drive cost efficiencies for clients.
Dentsu ANZ CEO Angela Tangas
Dentsu ANZ chief executive officer, Angela Tangas, said the partnership was born out of wanting to give clients greater visibility on the full programmatic supply chain to help them understand where and how their money is being invested.
“More than ever before, people want to know how their products are made, where they are sourced from, and whether ethical and equitable practices are used in the supply chain. Advertisers are no different.
“Increasingly clients want greater visibility on the full programmatic supply chain and to understand where their money is being invested end-to-end. We’re committed to driving trust and transparency across all our media and digital advertising practices.
“Partnering with the IAS, a market leader in digital ad verification, to offer our clients access to a tool like Total Visibility is an important step to building trust and credibility in our industry.”
IAS ANZ country manager Jessica Miles said Total Visibility will give Dentsu a greater understanding of financial impact and wasted media.
“Programmatic advertising growth in Australia and New Zealand continues to surpass expectations, and with this partnership, we are bringing even greater transparency to Dentsu’s programmatic buys, which is a win for advertisers across the region.
“With Total Visibility, Dentsu ANZ can better understand the percentage of wasted media and the financial impact in real-time, enabling them to optimise client campaigns toward paths and publishers that deliver the highest quality media and cost efficiencies.”
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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