New AI-Powered Total Media Performance Solution from IAS Drives Maximum ROI for Advertisers

On January 7, 2025, Integral Ad Science, a global leader in media measurement and optimization, announced the launch of its AI-driven Total Media Performance (TMP) solution. This innovative tool integrates IAS’s media quality signals with in-flight optimization to enhance advertising campaign outcomes.

TMP leverages trusted AI models to align media quality with costs and results, enabling advertisers to optimize ad effectiveness through quality path optimization while ensuring end-to-end transparency across the programmatic supply chain. According to IAS CEO Lisa Utzschneider, the introduction of TMP represents a shift from media efficiency and brand protection toward delivering a comprehensive marketing performance solution. She emphasized IAS’s ability to transform media quality insights into actionable strategies, helping advertisers achieve superior results in a fragmented digital media landscape.

The TMP solution offers global advertisers the ability to:

• Boost Campaign Outcomes: By combining IAS’s pre-bid protection and media quality prioritization, advertisers can enhance ROI and protect brand equity within a unified platform while achieving operational efficiency across DSPs.
• Gain Transparency: TMP merges media quality and cost insights with IAS’s quality path optimization, providing advertisers with supply chain transparency to identify and leverage the most efficient media for better outcomes.
• Automate In-Flight Adjustments: Dynamic Performance Profiles allow advertisers to optimize reach and performance mid-campaign through automated, privacy-safe contextual targeting.

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Srishti Gupta, IAS’s Chief Product Officer, highlighted that TMP equips advertisers with advanced tools to maximize media investments, reduce media waste, enhance performance, and safeguard brand equity in the evolving media landscape.

The financial impact of TMP is evident, as demonstrated in a case study where IAS helped a global technology brand reduce cost per conversion by 25% and the cost of a quality impression by 33%, reallocating spend to higher-quality paths.