AdSafe Rebrands as Integral Ad Science

Ad tech firm repositions amid profitability

AdSafe Media built its business by promising to help brands keep their ads off unsavory sites. Now that ad verification has become something of a commodity (industry leader DoubleVerify has branched into other sectors, comScore bundles verifcation services with its suite of planning tools, and Google gives it away for free) AdSafe has decided to rebrand as Integral Ad Science, which CEO Scott Knoll described as “a media valuation platform.”

That certainly sounds promising. But isn't media valuation a big part of what supply-side platforms and ad exchanges are supposed to do, as they help advertisers determine the best places on which to run an ad at the most favorable cost?

“The difference is [the exchanges and SSPs] are creating marketplaces and helping advertisers to access data and buy impressions [but] they’re not telling them one piece of inventory is better than another,” said Knoll.

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