IAS acquires CTV advertising leader Publica

Integral Ad Science has announced that it has acquired Publica, the associated TV (CTV) advertising platform, in a cash and stock transaction valued at USD 220 million. With this acquisition, IAS is speeding up its CTV procedure to help distributors better monetize their video programming across CTV devices, while building new tool to provide advertisers much-required transparency into the quality of this inventory.

“CTV viewership and programmatic advertising have skyrocketed, and by acquiring Publica we’re accelerating our growth to offer publishers the devices to capitalize on this opportunity,” said Lisa Utzschneider, CEO, IAS.

She added, “Advanced data and technology will fuel the fate of addressable CTV advertising. Presently video publishers can increase their revenue, and later on we will help advertisers with a trusted way to measure the results of their growing CTV budgets. In fact, Publica reports that publishers using its platform have seen on normal a 30 percent lift in yield for their CTV inventory. I welcome Ben and the Publica team as we innovate together to increase CTV advertising quality and impact.”