Integral Ad Science (IAS) has introduced a technology to help protect brands in programmatic environment by enabling buyers to target mobile in-app inventory that promises to be brand safe, fraud free, and viewable.

The IAS tech enables traders to define the content categories they need to be protected against and then only targets apps that meet those specifications. On top of this, IAS promises that its ad fraud prevention and viewability targeting ensures that bids are not wasted on fraud and traders are able to find apps that meet or exceed their viewability goals.

“Programmatic offers advertisers powerful opportunities to make the most of their digital dollars and, for many years, buyers have been able to easily optimise those opportunities across web-based campaigns with IAS data,” said David Hahn, CSO of Integral Ad Science. “Now, by offering mobile in-app segments to our customers, we’ve extended that flexibility and control to drive more of their automated buys, and keep up with the momentum in the marketplace towards in-app advertising.”

The Trade Desk, DoubleClick Bid Manager, Oath, Viant’s Adelphic, AppNexus, and MediaMath will all integrate IAS’s targeting data.