Integral Ad Science has acquired Amino Payments, the ad spend transparency and optimisation company it partnered with last year to develop the Total Visibility product. Terms of the deal were not disclosed.
The Amino Payments brand will be retired and the popular Total Visibility product will become an IAS brand.
IAS says the deal is part of its commitment to helping reduce the opacity of the notoriously murky programmatic supply chain and will allow the company to offer marketers more effective and cost-efficient digital campaigns.
Advertisers are expected to spend US$79.61 billion on programmatic buying this year in the US alone, rebounding from a 6.2 per cent drop in 2020 spend, according to eMarketer.
“Programmatic advertising continues to grow at a tremendous pace, and with this acquisition, we’re bringing comprehensive transparency to the entire industry,” said Lisa Utzschneider, CEO, IAS. “By welcoming Amino Payments to IAS, we will unleash the full potential of programmatic advertising for marketers who need their campaigns to be highly effective and cost-efficient.”
In April 2020 the two companies partnered on Total Visibility, a new product that provides advertisers with impression-level financial insights and media quality verification to optimize campaigns in real-time. IAS says the solution can save advertisers up to 15 per cent of their programmatic media spend by optimizing their advertising investments toward the most impactful placements through the most cost-efficient supply path.
“As even more digital media is transacted programmatically, the need for transparency will continue to be critical for advertisers,” said Will Luttrell, CEO, Amino Payments. “The Amino Payments team is thrilled to join IAS, the market leader in verification, to pursue a joint vision to bring unprecedented transparency into programmatic advertising.”