Integral Ad Science has announced a strategic alliance with Adobe. Through the integration of Integral Ad Science’s Bid Expert pre-bid targeting solution, Adobe Media Optimiser, Adobe’s programmatic advertising management and optimisation platform for search, display and social media campaigns, will be enhanced to enable Adobe’s clients to target and optimise around quality metrics.

Adobe clients buying media through Adobe’s DSP can now self-select targeting segments implemented by Integral Ad Science. The companies said this will maximise the potential of real-time bidding inventory through robust media quality intelligence. With Bid Expert, Adobe Media Optimiser customers will be able to target by Integral Ad Science’s TRue Advertising Quality (TRAQ) score, as well as ads that are viewable, fraud-free, in brand safe environments, and on contextually-relevant sites.

“Without taking media quality data into account, the ad creation and optimisation process is flawed,” said Integral CEO Scott Knoll. “We’re excited to be collaborating with Adobe and powering the media quality component of their robust suite of buying tools.”