Case Study: Omnicom Media Group UK reduces brand risk and cuts budget waste with Integral Ad Science's Custom Keyword Pre-bid solution

How Omnicom Media Group UK reduces brand risk and media waste for advertisers

Omnicom Media Group UK (OMG UK), the London‑based media division of Omnicom Group, faced brand-safety challenges in programmatic buying where client custom keyword blocklists caused ads to be blocked post‑delivery, hurting campaign effectiveness and wasting budget. To address this, OMG UK partnered with Integral Ad Science (IAS) to apply a pre‑purchase approach using IAS’s Custom Keyword Pre‑bid solution.

Integral Ad Science implemented its Custom Keyword Pre‑bid solution to screen impressions against agreed client keyword blocklists before bidding, reducing bids on unsafe inventory. After OMG UK beta tested the feature, post‑bid blocking dropped from 8% to 1% and media delivery volume increased by 14%, improving campaign effectiveness and cutting budget waste.

Omnicom Media Group