MetService Improves Visible Inventory for Advertisers with IAS’s Publisher Verification Solution

Integral Ad Science, a global leader in digital media quality, and MetService, Te Ratonga Tirorangi, New Zealand’s National Meteorological Authority, announced a case study on how MetService improved campaign visibility through deployment of the IAS publisher verification solution.

MetService provides comprehensive weather information for Aotearoa, New Zealand 24 hours a day, 365 days a year and as a public company, MetService generates revenue through advertising on its digital platforms. They strive to provide their users and advertisers with premium, safe, and most importantly, visible inventory. To maintain its strict quality standards, MetService sought to improve the performance of specific ad units for viewability on their digital platforms.

To address this challenge, MetService has partnered with IAS to enable the publisher verification solution. Using this suite of analytics, MetService was able to understand the visibility of each ad unit on their platforms to identify areas where improvements could be made. In particular, they were able to break down ad unit performance by device. In doing so, they identified opportunities to make major improvements to their mobile app. After rolling out the changes to these ad units, visibility increased significantly.

As a result, MetService found that by using IAS’s publisher verification solution, they gained better visibility.

Kathryn Blackmore, Head of Key Accounts and Partnerships, MetService said, “In 2021, MetService set out to work with IAS to increase visibility across our platforms. As a direct result, we saw a 14% increase in viewability across the entire site, as well as an increase in viewability across major ad units once the obstruction was identified and optimizations performed. Our clients’ ad campaign performance, compared to click-through rate, showed an increase in both total campaign performance and ad unit clicks as we worked through these changes with IAS. Accordingly, we will continue to build on these successes by working with IAS in 2022.”

Jessica Miles, ANZ Country Manager at IAS, said: “Media quality is non-negotiable in today’s advertising ecosystem, but fragmentation between buyers and publishers can mean media quality results can be very different depending on which side of the ecosystem you come from. This gap can create business challenges and erode trust between the two sides of the market. With the IAS Publisher Verification solution, our publisher partners have access to the same data and metrics, allowing them to better align with buy-side requirements.Through this integration, MetService was able to understand the visibility of each ad unit on their platforms to identify areas where improvements could be made. We are excited to partner with MetService to help advertisers ensure they continue to invest in premium viewable inventory.”

Download the case study to learn more.