After raising $270 million in a 2021 IPO, ad verification firm Integral Ad Science (IAS) is pursuing an acquisition track designed to accelerate key growth areas.
The company acquired Context, a Paris-based digital content classification company. Here is the press release.
In this video interview with Beet.TV, IAS CEO Lisa Utzschneider explains where the acquisition fits.
Build the classification stack
Context, formerly Reminiz, offers video content analysis and classification software. This enables large-scale video categorization, using the IAB taxonomy.
Context can identify celebrities, sporting events, brand logos, objects, explicit content and locations, all available through an API.
The deal comes after IAS launched its own TikTok video classification system in September, and after it acquired Publica, a CTV ad server platform, for $220 million in cash and stock.
Introducing IAS Brand Safety on TikTok
“Video is the future, and Context only allows us to amplify our current contextual solutions,” says Utzschneider.
“With the acquisition of Context, it only brings greater sophistication to enhance our current technology and also allows us to scale existing technology.”
A new dawn
For the IAS CEO, this is part of a three-pronged approach to 2022:
- “Anything programmatic and continuing to invest in our programmatic contextual targeting solutions.”
- “Cracking the code (for safety and brand appropriateness) in live streams on social platforms.”
- “Connected TV. Together with our acquisition of Publica, this will enable us to revolutionize programmatic CTV.
IAS is trading on the Nasdaq above its summer 2021 opening price.
Our 2022 Industry Pulse Report is out! Excited to share the top trends that US digital media experts envision for the coming year, from mobile video to digital audio: https://t.co/6q2AEMYKt4 pic.twitter.com/yURxMEV9yV
— Lisa Utzschneider (@Lisa_Utz) December 16, 2021