New relationship will enable marketers to safeguard brand equity and reduce media wastage through IAS’s industry-leading, AI-driven technology across the region.
Tailwind, a TDG portfolio company, announced its exclusive regional sales channel partnership with Integral Ad Science, a leading global media measurement and optimisation platform, covering 15 markets in MENA and Southeastern Europe. IAS delivers the industry’s most actionable data to drive superior results for the world’s largest advertisers, publishers, and media platforms. Its software provides comprehensive and enriched data that ensures ads are seen by real people in safe and suitable environments, while improving return on ad spend (ROAS) for advertisers and yield for publishers, through products including brand safety and suitability, contextual advertising, fraud detection, attention and viewability across programmatic, CTV & video, and all major social media platforms.
Tailwind, combining its deep local market understanding with its technological pedigree, aims to continue enabling local marketers to maximise return on their media spend, providing them with the technological infrastructure they need to verify that their digital campaigns resonate meaningfully with their audience.
Tailwind will provide local customer support to agencies and advertisers in the region, facilitating simpler activations and high-quality support for multiple MENA and Southeastern Europe markets. This will further expand IAS’s leading global footprint, supporting advertisers in the markets and regions they buy in, with the local expertise they require.
Odysseas Ntotsikas, Managing Partner of Tailwind stated: “Building and growing a brand requires near-constant review and optimisation across an expanding number of new channels. Ads running on high-quality sites were perceived 74% more favorably compared to the same ads seen in low-quality sites.1 Our partnership with IAS strengthens our consulting and technology enablement practice to help brands avoid risky content across all digital channels and increase trust and favorability among consumers.”
“As a global, leading media measurement and optimization company, IAS is committed to providing our customers with the best level of service around the world. Through this relationship with Tailwind, we are bringing our industry-leading, AI-driven solutions to more customers across MENA and Southeastern Europe to help them drive superior results for their businesses,” said Csaba Szabo, Managing Director, EMEA at IAS. “IAS and Tailwind are excited to continue to grow within the region and accelerate rollout of IAS’s innovative brand safety products like Total Media Quality across social platforms and premium content on the open web.”