An ad-verification firm just hired a former Yahoo exec to tackle OTT's growing brand safety problem
- Integral Ad Science is one of a handful of companies tackling brand safety and ad verification and just hired ad veteran Lisa Utzschneider as its new CEO.
- Vista Equity Partners took a majority stake in IAS in June and is now eyeing a larger an international push.
- Outgoing CEO Scott Knoll sees a big opportunity to control OTT ads, where brand safety and fraud are growing problems for marketers.
Integral Ad Science is giving a digital advertising veteran the reigns as CEO to take the company to the next level as marketers continue to struggle with brand safety concerns and fraudulent digital ads.
IAS is one of a handful of firms that can sniff out ad fraud and detect when ads run next to objectionable content on websites, apps, and platforms like Facebook and Google. In June, private venture firm Vista Equity Partners took a majority stake in IAS. The company's relationships with brands and ad-tech vendors made IAS one of Business Insider's most interesting ad-tech and mar-tech companies of 2018.
Now, the company is bringing in digital ad exec Lisa Utzschneider as CEO and plans to ramp up the firm's international business, now one third of its business; and create new products that track fraud in connected TV and audio advertising.
Utzschneider was most recently chief revenue officer at Yahoo. She's also held top ad roles at Amazon and Microsoft. She will begin her new role on Jan. 7 while current CEO Scott Knoll will move into an advisory role at the company.
"There's definitely been a big shift," said Knoll. "Brands realize how important verification is and they want to take control. More often now brands are working with us on a global basis so that they make sure that everywhere they buy ads, they are protected."
Business Insider spoke with Utzschneider and Knoll about the firm's international plans and the growing fraud and brand safety problems in connected TV advertising.
Lauren Johnson: What attracted you to the new job, Lisa?
Lisa Utzschneider: Ad verification is more critical than it's ever been for our industry. Once I get going, I'm going to spend a lot of time listening and learning internally [and] spend a lot of time with the employees and externally with our marketers. Based on that feedback, I'll put together a strategic plan and double down on the current investments that IAS has made with an eye towards innovating in the future.
Johnson: OTT is a hot area for ad-tech companies but it seems like it's still early for marketers and publishers. How big of a problem is ad fraud and brand safety in OTT?
Knoll: Currently, if any of our clients are using verification, they can use it open web, video, in-app, and in walled gardens [like Facebook and Google]. OTT is an area where there's a lot of demand. Just because you buy an ad doesn't mean that it's seen, the length of time is important -- all that data advertisers are looking for. Brand safety issues, fraud issues ... they all exist in OTT.
Johnson: When Vista Equity Partners took a majority stake in IAS this summer, there was some chatter about a possible IPO. Is that still on the table?
Knoll: Lisa is starting the beginning of January and she's got to get into the business and understand what's going on. We're certainly focused on building value and growing the company and down the road, I'm sure that's something that will be determined.
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