IAS expands measurement partnership with Snap for ad effectiveness

NEW YORK - Integral Ad Science (NASDAQ:IAS) has expanded its measurement partnership with Snap Inc. (NYSE:SNAP) to provide advertisers with additional tools for validating and optimizing ad effectiveness across Snapchat, according to a press release statement issued Tuesday. IAS, which currently trades at $10.22, has shown strong financial performance with a 40.97% price return over the past six months and maintains a healthy 78.03% gross profit margin.

The expanded partnership now includes viewability and invalid traffic (IVT) measurement for ads in Snapchat’s Chat Feed, including Sponsored Snaps. This complements IAS’s existing brand safety and suitability measurement across other Snap ad placements.

The new capabilities allow advertisers to access comprehensive third-party measurement through IAS’s Signal dashboard, helping them understand how their ads engage with Snapchat’s reported 469 million daily users.

"With the addition of Sponsored Snaps, we’re giving brands even more flexibility to engage their audience in authentic, transparent environments," said Fintan Gillespie, Global Director of Ad Partnerships Group at Snap Inc.

Lisa Utzschneider, CEO of Integral Ad Science, stated that the expansion "underscores the importance of third-party verification" for advertisers allocating digital media spend.

The measurement tools provide advertisers with metrics such as time-in-view and invalid traffic rates, along with brand safety validation. IAS uses frame-by-frame machine learning technology that combines image, audio, and text signals for content classification.

The partnership between IAS and Snap began in 2018 with viewability and invalid traffic measurement offerings. It expanded in 2024 to include brand safety and suitability measurement, and in June added attention measurement through a partnership with Lumen Research.

The expanded measurement capabilities are available across all Snapchat ad formats including Single Image or Video Ads, Story Ads, Collection Ads, Commercials, and AR features.

In other recent news, Integral Ad Science (IAS) has announced a definitive agreement to be acquired by private equity firm Novacap in an all-cash deal valued at approximately $1.9 billion. This acquisition will see Novacap purchase all outstanding shares of IAS for $10.30 per share, representing a 22% premium over the company’s recent closing price. In addition to this significant development, IAS has expanded its partnership with TikTok’s ad network, Pangle, by integrating new brand safety features and measurement capabilities for advertisers.

Despite these advancements, IAS has faced some setbacks in analyst ratings. Stifel downgraded IAS from Buy to Hold, citing valuation concerns, and adjusted its price target from $14.00 to $10.30. Similarly, Raymond James downgraded the stock from Outperform to Market Perform following the acquisition announcement. These recent developments highlight a mix of strategic growth and cautious analyst assessments for Integral Ad Science.

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