IAS: Process Overview & FAQ

Overview

Integral Ad Science (IAS) is an American technology company that provides solutions for the verification of digital advertising. This article provides an overview on workflow and the roles of both agencies and the Eskimi platform in the provision and implementation of IAS trackers:

Campaign Setup and Optimization Workflow

Step	Definition	Owner
Associate Eskimi DSP to Eskimi Media Partner in IAS dashboard		Client / Agency
Create IAS trackers	The agency is responsible for choosing the type of IAS tag that is relevant for campaign goals. The agency is responsible for creation of accurate IAS trackers. The agency should conduct thorough vetting processes to ensure the reliability and relevance of the trackers. Agencies should stay updated with evolving tracking technologies and methodologies to enhance campaign performance.	Client / Agency
Provide information about IAS KPIs and Brand requirements		Client / Agency
Provide IAS trackers to Eskimi AdOps	The agency is responsible for providing accurate IAS trackers.	Client / Agency
Correct implementation of the tag	Eskimi is responsible for the implementation of IAS trackers within their platform. Eskimi should ensure accurate integration of trackers, maintaining consistency across diverse campaigns	Eskimi DSP AdOps
Setup of daily auto-reporting	The agency is responsible for selecting and providing reports that consist of mandatory information for campaign optimization	Client / Agency
Check reports daily and optimize for IAS KPIs	Eskimi offers the capability to optimize campaigns by client KPIs based on IAS reports. Here's an outline of how the optimization process works and what is required: The agency receives IAS reports after tags are implemented and the campaign is live for more than 48h. The agency shares the necessary segments in the report with Eskimi. Eskimi proceeds to optimize the campaign based on the provided report segments.	Eskimi DSP AdOps
*Report cases of significant discrepancy between Eskimi and IAS reports		Eskimi DSP AdOps

Compensation

It's important to grasp that Eskimi isn't accountable for addressing discrepancies in IAS reports in certain situations.

Eskimi cannot be held responsible for compensating discrepancies in IAS reports under the following circumstances:

When the agency has supplied incorrect tracking codes.
The agency failed to provide reports necessary for campaign optimization and meeting required KPIs.
In the event of a data failure from IAS resulting in discrepancies.

FAQ

Does Eskimi support IAS trackers?

Yes. Eskimi supports monitoring pixel trackers, as well as monitoring creative tags. Eskimi also supports blocking tags that prevent showing the ad visuals in forbidden content.

Do you have the ability to optimize the campaign based on viewability?

Yes. We track viewability metrics in our internal reports, and withing this data campaigns can be optimized accordingly. However, it's also important for us to receive IAS reports to monitor any discrepancies and optimize the viewability of IAS data, as the measurement technologies are slightly different.

Do you have the ability to optimize the campaign based on brand safety?

Yes. To optimize, we'll need a report from IAS based on which optimization will be done. Because Eskimi isn't measuring Brand Safety KPIs internally.

How can we track viewability with IAS trackers in banner and video campaigns?

Video IAS measurement:

In order to capture Viewability data when running a VAST campaign, each video must be wrapped within an IAS tag. This tag, within IAS, is referred to as Multimedia Tag Monitoring. It's important to note that employing this tracker might result in the exclusion of certain traffic, as only video traffic compatible with VPAID/OMID will qualify for viewability measurement.

Display IAS measurement:
Viewability data can be gathered by implementing the tracker in the form of a Javascript tag.

How Eskimi can optimize IAS KPIs?

We need daily reports from IAS, based on which we will create a black-list/ white-list and apply them to the campaign as optimization. Here are the instructions about expected segments in the IAS report.