Digital Marketers Struggle To Safeguard Their Brands in 2021

As Digital Marketers Struggle To Safeguard Their Brands, Another Ad-Tech Firm Plans Its IPO:

Amid all the uncertainties of digital advertising, another advertising technology company hopes to see the light of day.

Digital ad verification firm Integral Ad Science has filed regulatory documents for its first public offering, making it the latest in a series of IPOs by digital ad companies. The company, called IAS, filed a Form S-1 with the U.S. Securities and Exchange Commission today with a view to making its debut on the Nasdaq stock exchange under the symbol “IAS.”

IAS, which partners with 35% of the top 150 advertisers in the United States, measures digital advertising performance by processing an average of 100 billion web transactions per day. She hopes to capitalize on the growth of digital marketing is connected and programmatic TV channels. IAS also provides technology to help marketers prevent their ads from showing, along with alcohol, hate speech, drugs, violence, and some news-related topics.

Since its inception in 2009, the IAS-based IAS has grown to 650 people in 11 offices in 8 countries. Although the company was originally called AdSafe Media, it was rebranded as Integral Ad Science in 2012 and acquired by Vista Equity Partners in 2018. It now works with a wide variety of internet platforms including Amazon, Google, Instagram, Pinterest, Snap, Twitter, and Spotify. as well as digital advertising companies such as The Trade Desk, Xandr, and Verizon Media.

The digital advertising market is still growing. According to a recent report from research firm eMarketer, total digital advertising spend will reach $455.3 billion in 2021, $524.31 billion in 2022, and $645.8 billion in 2024. Apple has more control over the data you receive. They were used.

Despite the growing digital advertising market, IAS is still not profitable. According to recent financial results, the company’s net loss in 2020 was $32.4 million, compared to a net loss of $51.3 million in 2019. However, this could reduce the net loss per quarter. Up to $2.8 million in 2019 The first term. in 2021 compared to a net loss of $14.4 million in the first quarter of 2020. Total revenue was $240.6 million in 2020, compared to $213.5 million in 2019, and adjusted earnings before interest and taxes grew to $56.4 million in 2020 from $38.8 million in 2019.

Digital passports can lead young people to skilled work

“We believe there is a significant market opportunity to provide advertisers, agencies, publishers and platforms with measurement and verification solutions that focus on brand visibility, security and personalization, ad fraud prevention, contextual targeting, reporting, and inventory management.” said IAS. . -document. . “Based on an analysis by Frost & Sullivan in March 2021, we estimate the global market opportunity for our ad verification solutions at $9.5 billion and expect a CAGR of 16.2% from 2021 to 2025. Performance metrics help us understand ad marketing performance.

The IPO plans for the IAS are less than two months after rival DoubleVerify, an advertising company, made its New York debut and increased its shares by 30% on the first day of trading. Other recent IPOs of digital marketing companies include mobile gaming company AppLovin, demand-side advertising platform Viant, retail advertising platform PubMatic and web analytics company SimilarWeb. Content recommendation platforms Taboola and Outbrain have also filed for IPOs, as well as digital video advertising technology company Tremor and marketing platform Zeta Global.

Translate »