Switching channel: Ad verification firm Integral Ad Science buys CTV ad platform Publica for US$220m
"If you want a frequency-capped buy across the major publishers… using a common ID… this is how you will have to do it."
Integral Ad Science, a firm best known for ad verification and fraud detection, has made a major foray into CTV advertising, buying ad platform Publica in a deal worth US$220m (A$300m).
What you need to know:
- Integral Ad Science buys CTV ad platform Publica for US$220m
- Firm diversifying beyond verification and fraud into auctions and placement.
- CTV sector heating up.
Integral ad serving
Integral Ad Science, a firm best known for ad verification and fraud detection, has made a major foray into CTV advertising, buying ad platform Publica in a deal worth US$220m (A$300m).
Now the firm will help deliver the ads as well as verify them: Publica claims it delivers over 3 billion ads on CTV every month.
"Audiences have already switched to watching CTV and more ad-supported content … by joining IAS, we're offering a trusted platform for brands and publishers to drive more ad dollars towards CTV," said Ben Antier, Co-Founder & CEO, Publica.
The deal consists of approximately 75 per cent in cash and 25 per cent in IAS stock.
Analysts predict a wave of M&A within connected TV as ad spend accelerates. According to PwC data, BVOD ad revenues in Australia climbed 39 per cent in 2020. The firm projects a 33 per cent compound average growth rate out to 2025, going from circa $200m to a billion dollar market within five years.
