Adelphic, the self-service programmatic ad platform, has partnered with Integral Ad Science to launch pre-bid custom keyword customisation for advertisers.
The solution ensures that advertisers can avoid certain keywords within a URL to boost their brand safety and reduce wasted ad spend on undesirable inventory.
“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.”
The solution allows advertisers to optimise their programmatic campaigns pre-bid which helps them to avoid specific keywords.
Specific inventory can also be filtered and brands and advertisers can use their ad spend on impressions which are suitable for their brand. At the same time, they are able to avoid ads from showing up in undesirable environments.
“We’re invested in building better brand safety solutions in Adelphic for our customers,” said Jon Schulz, Viant’s CMO. “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.”
Integral Ad Science said it had to block 9.8 billion impressions last year because of brand safety concerns.