Switching channel: Ad verification firm Integral Ad Science buys CTV ad platform Publica for US$220m

News 11 Aug 2021 - 1 min read

Switching channel: Ad verification firm Integral Ad Science buys CTV ad platform Publica for US$220m

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Tags: CTV BVOD Integral Ad Science PwC TV advertising

Integral Ad Science, a firm best known for ad verification and fraud detection, has made a major foray into CTV advertising, buying ad platform Publica in a deal worth US$220m (A$300m).

What you need to know:

Integral Ad Science buys CTV ad platform Publica for US$220m
Firm diversifying beyond verification and fraud into auctions and placement.
CTV sector heating up.

Integral ad serving

Integral Ad Science, a firm best known for ad verification and fraud detection, has made a major foray into CTV advertising, buying ad platform Publica in a deal worth US$220m (A$300m).

Now the firm will help deliver the ads as well as verify them: Publica claims it delivers over 3 billion ads on CTV every month.

"Audiences have already switched to watching CTV and more ad-supported content … 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.

The deal consists of approximately 75 per cent in cash and 25 per cent in IAS stock.

Analysts predict a wave of M&A within connected TV as ad spend accelerates. According to PwC data, BVOD ad revenues in Australia climbed 39 per cent in 2020. The firm projects a 33 per cent compound average growth rate out to 2025, going from circa $200m to a billion dollar market within five years.