Integral Ad Science (IAS) Morgan Stanley Technology, Media & Telecom Conference summary

Company positioning and market trends

• Plays a critical role in digital ad verification, serving over 2,000 advertisers and 400 publishers globally.

• Focuses on ensuring ads are viewed by humans, free from fraud, and placed next to appropriate content.

• Brands are shifting budgets from linear TV to digital, prioritizing performance, efficiency, and ROI.

• Transparency in programmatic buying and linking media quality to cost data are key 2025 priorities.

• Social video and CTV are major growth areas, with CTV being the fastest-growing digital ad channel.

Product innovation and technology

• Programmatic revenue is about half of total revenue, with pre-bid solutions embedded in all major DSPs.

• Launched Total Media Performance products to provide transparency and efficiency in programmatic investments.

• AI-driven dynamic optimization helps brands bid on higher-quality impressions for better ROI.

• Significant adoption of these products in 2024, especially among mid-market performance advertisers.

• QCPM metric introduced to help advertisers measure media efficiency and reduce wastage.

Social platform partnerships and expansion

• Co-built and launched pre-bid social optimization with Meta, seeing strong adoption and reduced media wastage.

• Expanded content categories and languages for pre-bid social, now also available on TikTok.

• Total Media Quality adoption on Meta grew 25% in social in Q4, with plans to expand to more advertisers.

• Brands value third-party classification as platforms shift away from traditional fact-checking.

• Over 50% of TikTok revenue is international; contingency plans in place for potential U.S. regulatory changes.