Integral Ad Science acquires the digital content classification society, Context

Digital media quality assurance firm Integral Advertising Science (IAS), acquired The context, a Paris-based digital content classification society. Context’s AI-based technology provides classification of images and videos across various digital media, including social media platforms and Connected TV (CTV). The acquisition builds on IAS’s current media classification and contextual targeting capabilities. The IAS said the integration of Context’s technology will allow its own marketing partners to identify branded content beyond standard frameworks and contextually target with granularity. In addition, the acquisition continues IAS ‘commitment to innovate on a global scale by adding teams of engineers, data scientists and data analysts located in France and Poland.

Since 2016, Context has served the video industry as the premier AI-based multimedia recognition and classification technology. Context’s technology will be integrated into IAS’s Context Control suite of contextual targeting and adequacy solutions.

“Marketers need sophisticated contextual targeting and avoidance solutions that offer precision and flexibility, especially as the industry moves towards a cookie-free world,” said Lisa Utzschneider, CEO of IAS. “The acquisition of Context builds on our existing capabilities and accelerates our product roadmap, particularly in video classification for social media and CTV applications. It also reinforces our vision of offering tailor-made solutions to our customers. I would like to welcome Jack Habra, CEO, and the awesome Context team to ICD.

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