Integral Ad Science, which acquired programmatic advertising transparency provider Amino Payments in January, announced that it has acquired Connected TV Ad Platform Publica for $220 million.
IAS CEO Lisa Utzschneider, said the acquisition, paid for with 75% cash and 25% equity, is part of IAS’ ongoing strategy to diversify its portfolio and reach products that marketers and broadcasters increasingly care about, such as supporting connected TV advertising.
Founded in 2009 by Will Luttrell, Helene Monat, Foster Provost, Bryan St. John, Josh Attenberg and Kent Wakeford, Integral Ad Science went public a month ago.
According to eMarketer, marketers will spend $13.4 billion in CTV in 2021, growing to surpass $24.7 billion by 2024. With the latest deal, IAS aims to expand its relationships with video publishers.
“CTV viewership and programmatic advertising have skyrocketed, and by acquiring Publica we’re accelerating our growth to offer publishers the tools to capitalize on this opportunity,” said Lisa Utzschneider.
“Advanced data and technology will fuel the future of addressable CTV advertising. Now video publishers can increase their revenue, and in the future we will help advertisers with a trusted way to measure the results of their growing CTV budgets. In fact, Publica reports that publishers using its platform have seen on average a 30% lift in yield for their CTV inventory. I welcome Ben and the Publica team as we innovate together to increase CTV advertising quality and impact.”
Palo Alto-based Publica, which works with media companies including ViacomCBS, Fox Corp, and Philo Inc, delivers more than 3 billion ads on CTV every month.
“Audiences have already switched to watching CTV and more ad-supported content than ever; by joining IAS, we’re offering a trusted platform for brands and publishers to drive more ad dollars towards CTV,” said Ben Antier, Co-Founder & CEO, Publica. “We have a joint vision to transform CTV advertising with a data-driven approach that benefits the entire industry, while delivering an exceptional user experience.”