Integral Ad Science, a provider of advertising intelligence for digital media buyers and sellers, has acquired Simplytics. No financial terms were disclosed. Based in the UK, Simplytics is a mobile ad server and analytics platform. Integral Ad Science’s backers include August Capital, Founder Collective, Atlas Venture and Pelion Venture Partners.
New York, NY – February 10, 2014 – Integral Ad Science, the leading global provider of actionable advertising intelligence for buyers and sellers of digital media, today announced that it has acquired a UK based mobile ad serving and analytics company, Simplytics. This strategic acquisition allows Integral to add mobile verification for both in-app and mobile web campaigns to its suite of solutions, now providing media quality coverage and viewable ad measurement across all screens. All employees of Simplytics will join Integral in its expanding European headquarters in London.
Following the expansion of its video solution, this acquisition positions Integral as the only company to offer ad verification across all digital channels: display, mobile, and video. It is also the first to provide increased transparency into ad quality and user engagement for both in-app as well as mobile web ad campaigns. In-app advertising is the fastest growing segment of mobile advertising spend. However, it is frequently cited as difficult to scale and measure accurately due to lack of measurement and verification solutions. Integral’s mobile analytics and verification product empowers advertisers to confidently adopt this valuable advertising medium, and customers will gain deeper insights into actual ad placement and exposure metrics, while helping to eliminate accidental, out-of-view or fraudulent impressions.
The efficiencies in verifying, measuring and optimizing all campaign channels utilizing Integral’s platform and best-in-breed measurement standards provide an additional benefit. Integral’s clients will now be able to truly assess the incremental value from each media partner and each channel, and maximize the yield of their campaigns.
“Mobile, especially in-app, has been a black box to marketers,” said Scott Knoll, CEO of Integral Ad Science. “At Integral we’re committed to providing a truly comprehensive and integrated solution set for our clients across the advertising ecosystem. We are going to bring the same level of transparency that our customers have come to expect from display and video to mobile. We believe that by providing these tools to everyone in the marketplace, we will increase the overall value of the digital advertising industry.”
Simplytics is a mobile ad server and analytics platform managing mobile advertising campaigns across smartphones, tablets, in-app and mobile web for some of the largest global brands, including Microsoft, Peugeot, Samsung, Starbucks and Virgin Media.
Knoll continued, “Simplytics was a natural fit, and we were drawn to the company’s superior technology and advanced, built-in analytics for mobile advertising including metrics such as unique users, engagement time, and full device breakdown. We are looking forward to blending our teams and cultures, and together, innovating for the future of mobile advertising.”
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 advertisers’ 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, London, Tokyo and Sydney. Learn more at www.integralads.com.