Dentsu and IAS Link for ANZ Total Visibility Launch

Marcoms group dentsu has partnered with digital ad verification specialist Integral Ad Science (IAS) to bring the latter's Total Visibility product to local advertisers in the Australian and New Zealand markets.

Total Visibility offers advertisers impression-level financial insights and media quality verification to optimise campaigns in real time, and was developed by IAS in partnership with programmatic ad transparency specialist Amino (acquired by IAS earlier this year). Through the partnership deal, dentsu will combine IAS's Quality Impressions metric with programmatic cost and supply path data, to inform programmatic buying strategies. To qualify as a Quality Impression, an ad unit must be viewable, by a real person, in a brand safe and suitable environment - all within a campaign's correct geographical parameters.

Angela Tangas, dentsu ANZ CEO, says partnering with the IAS to offer clients access to a tool like Total Visibility is an important step to building trust and credibility in the industry. Jessica Miles, Country Manager, IAS ANZ, adds: 'With Total Visibility, dentsu ANZ can better understand the percentage of wasted media and the financial impact in real time, enabling them to optimise client campaigns toward paths and publishers that deliver the highest quality media and cost efficiencies'.

Web sites: www.dentsu.com and www.integralads.com .