IAS introduces new Control Panel for contextual targeting

Today, Integral Ad Science (IAS) introduced its Control Panel for contextual advertising partners. This suite of reporting and planning tools are offered to customers who use Context Control, which was introduced in 2021.

What it does. Advertisers will be able to plan, activate and optimize media placements using the IAS Signal platform, which draws on contextual, rather than identity-based, data. Marketers will be able to adjust their spend and measure ROI.

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Tools in the Control Panel suite include:

• Context Control Segment Catalog, which provides easy discovery of all 400+ off-the-shelf targeting segments;
• Contextual Segment Reach Calculator, which advises on the prospective reach of IAS contextual targeting segments to appropriately plan campaigns.
• Contextual Targeting Reporting insights into targeting segment performance, specifically focusing on viewability, reach and programmatic dimensions and
• Contextual Targeting Profiles, which enables clients to bundle all of their desired targeting segments into one profile with a single segment ID for easy activation in their DSP.

Why we care. With the phasing out of third-party cookies and a more regulated data sharing environment, marketers are looking to more creative methods to manage and execute targeted campaigns. 

Once upon a time, contextual data was crucial in helping marketers avoid risky ad placements. And it still is. But on top of that, the context of where ads are seen can also help marketers make sure they’re being seen by the right audience segments. The IAS Control Panel adds another layer of precision to the campaign by allowing marketers to use the contextual data to adjust their spend and help gauge ROI.

Read next: Why we care about adtech – the complete guide

About The Author

Chris Wood

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country's first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on "innovation theater" at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.