Adelphic, a subscription-based self-service platform for cross-channel programmatic advertising owned by Viant, has announced a partnership extension with Integral Ad Science (IAS) to provide pre-bid custom keyword optimization. Adelphic is among the first to market with this solution, designed to ensure that advertisers can avoid specific keywords within a URL string to improve brand safety and reduce wasted spend on undesirable inventory.
Every advertiser has their own brand safety needs, varying by client and industry. With this in mind, the Adelphic and IAS partnership ensures advertisers can better optimize their programmatic campaigns pre-bid by avoiding specific keywords. By filtering specific inventory, brands and advertisers can efficiently use their ad spend on impressions that are suitable for their brand while preventing ads from appearing in environments that are not.
“IAS's custom keyword pre-bid solution is invaluable to advertisers because it efficiently eliminates wasted impressions,” said Mike Kim, VP of Product Management at IAS. “Adelphic is a longstanding partner, and we’re excited to offer advertisers another way to ensure they are only targeting brand suitable environments.”
According to IAS global advertiser data, there is an average of 487 keywords on a single keyword blocklist, with several advertisers utilizing multiple lists per campaign. Just last year, IAS blocked 9.8bn impressions due to keyword brand safety concerns.
“We’re invested in building better brand safety solutions in Adelphic for our customers,” said Viant CMO, Jon Schulz. “With IAS’s new Custom Keyword Pre-bid Solution offering, our advertisers can better optimize their campaigns and ensure spend is dedicated to trusted and brand approved content.”