We are pleased to announce that Integral Ad Science (Nasdaq: IAS), a global leader in digital media quality, announced that it has acquired Publica LLC (“Publica”), the connected TV advertising platform, in a cash and stock deal valued at $220 million. With this acquisition, IAS is accelerating its CTV strategy to help publishers better monetize their video programming across CTV devices, while building new tools to provide advertisers with much-needed transparency into the quality of this inventory.
“CTV viewership and programmatic advertising have skyrocketed, and by acquiring Publica we’re accelerating our growth to offer publishers the tools to capitalize on this opportunity,” said Lisa Utzschneider, CEO, IAS. “Advanced data and technology will fuel the future of addressable CTV advertising. Now video publishers can increase their revenue, and in the future we will help advertisers with a trusted way to measure the results of their growing CTV budgets. In fact, Publica reports that publishers using its platform have seen on average a 30% lift in yield for their CTV inventory. I welcome Ben and the Publica team as we innovate together to increase CTV advertising quality and impact.”
Publica is a leading Connected TV (CTV) ad platform and works with many of the world’s biggest broadcasters, TV manufacturers, and OTT apps. Headquartered in Palo Alto, Publica provides solutions for publishers to maximize revenues across their CTV inventory through key solutions including a Unified Auction, Ad Pod Management, Audience Management, and Server-Side Ad Insertion (SSAI). Publica serves over 3 billion ads on CTV every month. By acquiring Publica, IAS adds a talented team with decades of experience building leading video CTV advertising products, while delivering results for some of the world’s largest publishers. Publica Co-Founder and CEO, Ben Antier, will now report directly to Lisa Utzschneider. The Publica brand will become part of IAS’s product portfolio.
“Audiences have already switched to watching CTV and more ad-supported content than ever; by joining IAS, we’re offering a trusted platform for brands and publishers to drive more ad dollars towards CTV,” said Ben Antier. “We have a joint vision to transform CTV advertising with a data-driven approach that benefits the entire industry, while delivering an exceptional user experience.”
LUMA advised Publica on the transaction.