HK publisher integrates IAS’s Publisher Optimisation Solutions

The solution will help deliver quality impressions for its advertisers, says IAS.

Hong Kong’s SCMP Magazines has integrated Integral Ad Science’s (IAS) Publisher Optimisation Solution, the digital media quality solutions provider announced on 11 April.

SCMP Magazines is Hong Kong’s leading magazine publisher with a portfolio of premium lifestyle and fashion titles including Cosmopolitan, ELLE, Esquire and Harper’s BAZAAR.

By activating the IAS Publisher Optimisation solution, SCMP Magazines will directly improve their ad inventory’s viewability and match their advertisers’ brand risk threshold by avoiding risky content, IAS said in a press statement.

The integration will also enable SCMP to measure and automatically optimize toward low IVT rates in real-time, ensuring that their traffic is worth the investment. Thus meeting and exceeding advertisers’ media quality standards without the redundancies of manual campaign optimisations, the company said.

Jennifer Tsang, VP of Digital of SCMP Magazines, said, “Our goal has always been to uphold high standards of MRC viewability and brand safety for advertiser campaigns running on Cosmopolitan, Harper’s BAZAAR, ELLE, and Esquire Hong Kong websites. IAS’s Publisher Optimisation Solutions allows us to do so effectively through intelligent ad inventory management and optimization.”

Laura Quigley, SVP APAC, said, “Advertisers are buying media in a new way. They’re looking for Quality Impressions: impressions that are viewable, by real people, in a safe and suitable environment, all within the correct geo. IAS’s Publisher Optimisation solution seamlessly integrates publishers’ ad servers and powers their inventory to automatically optimize ad delivery down to the placement level for direct and programmatic deals. We’re very excited to partner with SCMP magazines to help advertisers ensure that they continue to invest in digital safely and efficiently”.