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IAS partners with Google for automated tag – ET BrandEquity

Integral Ad Science (IAS), the digital ad verification technology company, and Google Campaign Manager, the ad server, have announced the first automated tag to seamlessly wrap campaigns with both ad server and third-party verification tags for campaign manager.

Digital advertisers spend a lot of time manually wrapping tags. With the new automated tag, they will now be able to reduce time spent wrapping tags. Additionally, advertisers will have a central location to manage tags and the flexibility to switch between ‘monitoring’ and ‘blocking’ without re-wrapping or re-trafficking campaigns.

Advertisers will also be able to see the number of ads blocked directly in Campaign Manager reporting, with a new metric called “Vendor Blocked Ads”. By having access to this information in one place, advertisers will have more transparency into the success of their campaigns and be able to adjust their strategy to meet their goals.

Read also: Brand World Summit: Uber’s Pradeep Parameswaran on keeping the wheels running in a pandemic

Lisa Utzschneider, chief executive officer, IAS, said, “Marketers can now activate verification for their campaigns in just seconds using automated third-party verification in Campaign Manager. This will enable marketers to spend more time focusing on connecting with their respective audiences and driving campaign performance.”

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