SINGAPORE – A global leader in digital ad verification Integral Ad Science (IAS) has acquired advertising transparency provider Amino Payments. This will enable IAS to provide it’s clients the most comprehensive set of programmatic transparency solutions for marketers.
Before the acquisition, IAS and Amino Payments partnered in April 2020 to launch Total Visibility, which offers advertisers impression-level financial insights and media quality verification to optimize campaigns in real-time. This product will still be available to the advertisers. For IAS, this move also solidifies it’s commitment towards bringing programmatic transparency solutions in the digital ad space.
“Programmatic advertising continues to grow at a tremendous pace, and with this acquisition, we’re bringing comprehensive transparency to the entire industry,” said Lisa Utzschneider, CEO of IAS. “By welcoming Amino Payments to IAS, we will unleash the full potential of programmatic advertising for marketers who need their campaigns to be highly effective and cost-efficient,” she added.
The need for transparency will continue to be critical for advertisers as even more digital media is transacted programmatically, believes Amino Payments CEO Will Luttrell. “The Amino Payments team is thrilled to join IAS, the market leader in verification, to pursue a joint vision to bring unprecedented transparency into programmatic advertising,” he said.
The venture that got them together, Total Visibility, will continue to be the highlight of their portfolio. It can save advertisers up to 15% of their programmatic media spend by optimizing their advertising investments toward the most impactful placements through the most cost-efficient supply path. eMarketer estimates that advertisers will invest $79.61 billion into programmatic buying this year in the US alone.