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Media iQ Brand Safety Measures Outperform Programmatic Industry Standard by 60%, Based on New Integral Ad Science (IAS) StudyBenchmark-shattering results follow on recent TAG and NAI certifications, putting analytics technology company at the forefront of brand safety and transparency TORONTO, Oct. 18, 2017 /CNW/ -- Media iQ, the leading global analytics and technology company, announced today that it has significantly outperformed the Canadian brand safety benchmarks published in the latest Media Quality Report by Integral Ad Science (IAS).
IAS is a global measurement and analytics company that builds verification, optimization, and analytics solutions to empower the advertising industry. The H1 2017 version of its bi-annual report highlights brand safety, ad fraud and viewability trends across Canadian programmatic and publisher direct buys. Results show that overall brand risk has increased from 4.8% in H2 2016 to 8.4% in H1 2017, caused mostly by impressions flagged for risk associated with Offensive Language and Controversial News, Adult Content and Violence. Analysis of Media iQ's H1 2017 performance shows just 3.6% of impressions flagged for brand risk, underscoring the rigor and effectiveness of Media iQ's multi-faceted approach to brand safety. This result outperforms by IAS benchmark of 8.9% brand risk in programmatic buys by 60%. It also validates Media iQ's multi-layered program for minimizing their clients' exposure to inappropriate content. "Digital media is under the microscope, and ensuring brand safety has become a top priority for marketers in Canada," said Dave Mallon, Director of IAS Canada. "Through Media iQ's application of our pre-bid targeting segments and analysis of our impression-level data, they again show their commitment to safeguarding their clients' brands." As part of its industry-leading anti-fraud program, Media iQ has established a close partnership with IAS as part of its efforts to ensure every ad impression it serves on behalf of its clients is based on authentic, untainted insights extracted from real consumer beaviors. Media iQ works for some of the largest and most respected global brands, for whom a brand-safe digital presence is a top priority. "In a time of deep uncertainty and distrust related to ad placements, Media iQ is committed to transparency to help clients navigate brand safety issues; our H1 2017 results are an outcome of that commitment," said Alfie Atkinson, Managing Director of Media iQ Canada. "Our partnership with Integral Ad Science is a cornerstone of our brand safety program, as we integrate their verification and anti-fraud technology across every ad we display in the Canadian market." The H1 results follow closely on another significant achievement by Media iQ in September, the company was awarded two elite industry designations for its dedication to brand safety and consumer privacy in the digital space. Media iQ has earned TAG Certified Against Fraud status by the Trustworthy Accountability Group (TAG) and has been accepted as a member of the NAI by adhering to the organization's strict Code of Conduct. "Media iQ takes brand safety measures incredibly seriously, which is why we take the most rigorous measures and build strong partnerships with leaders in brand protection, including IAS, MOAT and Grapeshot," added Atkinson. "The opportunity to take part in the TAG certification process and accelerate transparency and accountability across the industry is very important to us." About Media iQ Media iQ has a clear vision for clients - to inspire through insights. Its expertise is ingesting large amounts of data, modelling data to convert into insights and then actioning these insights through a variety of products and services. In short, Media iQ makes data valuable, insightful, and intelligent, which helps clients engage customers, grow sales and unlock new revenue opportunities. Founded in 2010, Media iQ has more than 400 staff in 12 offices globally, serves more than 650 clients, and enjoys a 92% client retention rate globally. Headquartered in the UK, it has offices across North America, Europe and Asia. About Integral Ad Science Integral Ad Science (IAS) is a global measurement and analytics company that builds verification, optimization, and analytics solutions to empower the advertising industry to invest with confidence and activate consumers everywhere, on every device. We solve the most pressing problems for brands, agencies, publishers, and technology companies by verifying that every impression has the opportunity to be effective, optimizing towards opportunities to consistently improve results, and analyzing digital's impact on consumer actions. Built on data science and engineering, IAS is headquartered in New York with global operations in thirteen countries, including Canada. Our growth and innovation have been recognized in Inc. 500, Crain's Fast 50, Forbes America's Most Promising Companies, and I-COM's Smart Data Marketing Technology Company. Learn more at www.integralads.com. Media contact: View original content with multimedia:http://www.prnewswire.com/news-releases/media-iq-brand-safety-measures-outperform-programmatic-industry-standard-by-60-based-on-new-integral-ad-science-ias-study-300538742.html SOURCE Media iQ 
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