Vista to Acquire Majority Stake in Digital Ad Measurement Firm Integral Ad Science
June 04 2018 - 7:29AM
Dow Jones News
By Alexandra Bruell
Private-equity firm Vista Equity Partners has agreed to acquire
a majority stake in Integral Ad Science, the latest in a wave of
deals involving advertising technology companies that help
marketers measure the effectiveness of their digital ads.
Founded in 2009 as AdSafe Media, IAS works with companies such
as Verizon Communications Inc., HP Inc. and Citibank to help prove
that their digital ads are viewable, meaning they aren't running on
parts of websites that can't be seen.
The company also helps marketers ensure their ads aren't running
on sites with objectionable content.
"We feel like there's so much more we could be doing for the
industry, both for buyers of advertising and sellers of
advertising," said IAS Chief Executive Scott Knoll. Vista provides
IAS with the "operational excellence, intellectual capital and
resources" to help the company "measure more types of media in more
countries," he said.
IAS touts about 600 employees in various markets, with more than
$140 million in revenue, according to a person close to the
company.
IAS investors include Sapphire Ventures, Pelion Venture
Partners, August Capital and Accomplice.
Vista is already a big investor in ad and marketing tech
companies. In 2016, it bought marketing technology firm Marketo for
$1.8 billion and a year earlier acquired a majority stake in
advertising software company Mediaocean in a deal that valued the
company at roughly $720 million.
Competitors to IAS in the ad measurement and verification
business have also been attracting financial backing. Last summer,
private-equity firm Providence Equity Partners LLC invested about
$200 million in DoubleVerify, valuing the company at more than $300
million. Months earlier, Oracle acquired Moat, a digital
measurement company known for its role in auditing ads across
platforms like Facebook, Google's YouTube and Snapchat.
Third-party measurement firms like DoubleVerify, Moat and
Integral Ad Science work with large brands and publishers to ensure
ads are clicked on by real people, versus computerized "bots" that
mimic human behavior, and that they appear in appropriate media
content.
The transaction between IAS and Vista is expected to close in
the third quarter this year.
"We are thrilled to partner with the IAS team to help the
company accelerate investments that boost innovation and growth to
meet the needs of customers," said Brian Sheth, co-founder and
president of Vista Equity Partners in a statement. "Brand safety,
viewability, and ad fraud are serious challenges to marketers and
publishers around the globe."
Suzanne Vranica contributed to this article.
Write to Alexandra Bruell at alexandra.bruell@wsj.com
(END) Dow Jones Newswires
June 04, 2018 07:14 ET (11:14 GMT)
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