Case Study: Dentsu achieves significant cost savings and efficiency gains with Integral Ad Science Context Control Avoidance pre-bid segments

Driving Efficiency and Cost Savings with IAS Context Control Avoidance Pre-Bid Segments

Dentsu partnered with Integral Ad Science after one of its major advertiser clients was using IAS Context Control Avoidance for brand suitability post-bid. While the post-bid approach protected the brand, Dentsu and the advertiser wanted to reduce block rates and improve campaign efficiency without paying additional fees.

Integral Ad Science implemented IAS Context Control Avoidance pre-bid segments—100+ off-the-shelf, page-level ML and semantic segments that mirrored the advertiser’s post-bid settings—to minimize wasted spend on blocked impressions. The test drove measurable gains: ad verification costs fell (IAS pre-bid costs as a percentage of media down 23%; IAS post-bid costs as a percentage of media down 39%), cost of blocked ads as a percentage of media dropped 78.6%, CTR rose 18.5%, and the IAS block rate fell from 12.35% to 2.67%.

Dentsu