New Program Certifies Viewability, Optimizes Transparency and Quality for Customers
LIVONIA, Mich. – Valassis, a leader in intelligent media delivery, affirmed the value it places on media distribution quality and certified viewability by becoming an inaugural member of Integral Ad Science’s Partner Program.
“Valassis Digital is an important part of our inaugural Certified Viewability Partner Program. Their dedication to quality media delivery including increased transparency is critical to the success of digital campaigns”
Integral Ad Science (IAS) is the leader in quantifying digital media quality, and Valassis Digital’s program membership signifies to its clients that they are prepared to transact based on discrepancy-free viewability measurement, alleviating operational challenges. This program is designed to provide clients with maximum measurement granularity and eliminate discrepancies.
Said Cali Tran, President, Valassis Digital: “Our clients are at the center of this Integral program as we look for ways to optimize their advertising investment. We are committed to efficient and quality intelligent media delivery. Viewability is a strong proxy for media quality, and our partner program with IAS will not only help prove the return our products generate for our clients but also create operational efficiencies.”
Valassis Digital clients agree. “Digital media tends to get complex in measurement with media metrics (CTR, engagement rates, cost per engagement), viewability and positive shifts in brand perception. Valassis Digital has been one of the partners who has successfully achieved all of these KPIs for the UPS brand, while also maintaining a healthy level of brand safety. It’s great when you work with a partner who can deliver on your KPIs from all angles and is easy to work with,” said Elayna Tekle, Associate Media Director, Neo@Ogilvy.
Traditionally, media quality measurement relied solely on either the advertiser or the publisher, resulting in reporting discrepancies of up to 20 percent.1 Those led to significant issues for both participants in the sale, including transacting, planning and optimizing on quality media. Joining the partner program removes these issues by providing a single, accurate, discrepancy-free number on which both parties agree. IAS is the only third-party advertising verification company that is able to measure and report based on a single figure. This partner program allows clients to transact based on trust and an understanding of effectiveness.
“Valassis Digital is an important part of our inaugural Certified Viewability Partner Program. Their dedication to quality media delivery including increased transparency is critical to the success of digital campaigns,” said Scott Knoll, CEO, Integral Ad Science. “We look forward to continuing our efforts to help unify the digital advertising industry.”
To learn more about the Integral Ad Science Certified Viewability Partner Program, visit www.integralads.com/about/viewabilityprogram/.
Valassis is a leader in intelligent media delivery, providing over 58,000 clients with innovative media solutions to influence consumers wherever they plan, shop, buy and share. By integrating online and offline data combined with powerful insights, Valassis precisely targets its clients’ most valuable shoppers, offering unparalleled reach and scale. NCH Marketing Services, Inc. and Clipper Magazine are Valassis subsidiaries, and RedPlum® is its consumer brand. Its signature Have You Seen Me?® program delivers hope to missing children and their families. Valassis is a wholly owned subsidiary of Harland Clarke Holdings Corp.
1 Source: Integral Ad Science internal and client data