Case Study: Large News and Popular Culture Publisher achieves 45.8% viewability lift with Integral Ad Science Publisher Optimization

News publisher boosts campaign viewability by 45%

Large News and Popular Culture Company, a news and popular culture–focused digital publisher, faced pressure from advertisers to meet strict viewability requirements and needed to increase the viewability of its inventory to capture incremental budgets and offer guaranteed placements. The publisher turned to Integral Ad Science and its Publisher Optimization solution to help optimize inventory toward higher viewability.

Integral Ad Science implemented Publisher Optimization (with Publisher Verification reporting as added value), directly integrating with the publisher’s ad server and optimizing campaigns toward a 70% viewability goal. As a result, viewability rose from 53.0% to 77.3% (a 45.8% improvement), never dropped below 70%, and the publisher was able to provide viewability guarantees, avoid overdelivery, and more accurately price premium inventory.