Integral Ad Science (IAS), a global leader in media measurement and optimisation, has announced its plans to expand operations into China. The move aims to empower global advertisers with invalid traffic (IVT), fraud detection, and brand safety and suitability measurement solutions that align with both international and local standards.
With the establishment of a subsidiary in China and its role as a founding member of IAB China, IAS will also provide tailored support for Chinese advertisers looking to expand their reach internationally. This expansion is part of IAS’s broader strategy to enhance its international presence and address key challenges advertisers face in achieving consistent measurement across global markets.
Addressing unique demands in China’s digital advertising landscape
“IAS is one of the only measurement solutions able to meet the unique demands of the Chinese market, and we’re aiming to fill a crucial gap in coverage for advertisers,” said Lisa Utzschneider, CEO of IAS. “With an expanded footprint, we will empower advertisers with actionable data they need to maximise their return on investments and support their growth in this dynamic and evolving digital advertising landscape.”
China, the world’s second-largest advertising market, represents significant potential for digital advertisers. Digital ad spending in the country is expected to surpass US$140 billion in 2024. IASโs solutions aim to provide advertisers with the tools they need to capitalise on this growing market and achieve superior outcomes.
IASโs initiatives have been developed in collaboration with its global luxury clients, many of whom have substantial media investments in China. The company is also committed to working closely with industry partners to design solutions tailored to China’s distinctive advertising ecosystem.
Collaboration with IAB China
The partnership between IAS and IAB China aims to bring global advertising standards into the Chinese market, while fostering the introduction of advanced technologies. Tracy Cui, Vice Secretary-General of the China Advertising Association (CAA) and IAB China, said, “IAS and IAB China are pleased to be working together to provide international brands with better access to global standards in China and helping to bring new technologies to the market.”
Strengthening IAS’s APAC presence
The China expansion follows IASโs recent efforts to strengthen its presence across key APAC markets. Earlier in the year, the company expanded into Hong Kong, Taiwan, Thailand, and Vietnam, alongside the appointment of senior leadership in the region. IAS now operates in a range of markets, including Australia, China, Hong Kong, India, Indonesia, Japan, Korea, Malaysia, Singapore, Taiwan, Thailand, and Vietnam. These developments reflect IAS’s commitment to delivering advanced solutions to advertisers across the Asia-Pacific region.
