Independent media agency Empower MediaMarketing is partnering with Integral Ad Science, a global media valuation platform, to ensure Empower’s digital clients are serving ads in highly viewable, fraud-free, and brand safe environments, across display, video, and mobile.
“Brand protection has been Empower’s default recommendation for years but we’re reimagining the process by which this comes to life for our clients,” Empower Vice President of Online Media Ryan Derrow said. “By requiring clients to opt out of our brand protection offering rather than opt in, we’re helping clients do the right thing without hassle or debate.”
The need for change became evident after talking to CMOs and brand teams that were surprised to learn about a number of instances where downstream client teams refused brand protections based on the almost negligible costs associated with adding that layer of technology.
Empower will now require clients to sign an opt-out if they don’t wish to be protected through the agency’s offering, which includes protections against brand unsafe environments and fraud. According to a study by Integral Ad Science, one third of respondents ranked ad fraud as the No.1 most important media quality indicator. Other quality indicators according to the study were transparency, brand safety and viewability.
“We applaud Empower for ensuring their clients’ ads show up in the highest quality environments as a default. This is a strong stance that reinforces the importance of media quality, across all screens and platforms,” said Michael Iantosca, Integral Ad Science CRO. “Wherever ads are served, our data will be there to inform the purchase in real-time.”
While Empower utilizes other Media Rating Council certified verification companies, including Peer 39, Moat and Nielsen, Integral has become the default due to its ability to not only measure ad viewability, but also block impressions from serving in brand unsafe or fraudulent environments.
“Knowing there is a big problem and keeping an eye on it is a lot different than using technology to proactively reduce the size of that problem to begin with,” Derrow said.
Empower has seen success for clients such as Famous Footwear through its propriety programmatic buying solution, ClearTrade® and through direct buys with publishers and ad networks.
To learn more, visit http://www.empowermm.com/services.
About Empower MediaMarketing
Empower MediaMarketing is one of the largest independently-held media agencies in the nation. It plans, buys and creates media and delivers proof its clients’ media investments are driving positive results.
About Integral Ad Science
Integral Ad Science is a technology company focused on ensuring safe, quality media environments for online advertisers. Employing the industry’s only media valuation platform, Integral Ad Science evaluates the media environment and establishes a TRAQ Score (TRue Advertising Quality), a first-of-its-kind, quantifiable measure of media quality that ultimately benefits every media buyer, seller, publisher and trading platform. TRAQ Score supports an advertiser’s ability to plan, execute and target their audience in an environment that reflects their brand image and drives ROI, while simultaneously setting benchmarks for publishers who wish to improve the quality of their content and design to attract premium advertisers. Integral is headquartered in New York with operations in San Francisco, Chicago, London, Berlin, Sydney, Paris, Melbourne and Singapore. Learn more at www.integralads.com.
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