Ad Tech and Martech

Integral Ad Science Goes Public Amid a Surge in Adtech Stocks Fueled by Google

Integral Ad Science (IAS), an ad-tech firm specializing in ad verification, revealed its initial public offering (IPO) pricing today. Its trading floor debut comes after a wave of optimistic bets on adtech companies such as The Trade Desk, Magnite, LiveRamp, and Criteo after Google's statement on Thursday that it would postpone the deprecation of third-party cookies until 2023. Here is what they must do. understand the marketers

Every day, IAS utilizes its dataset of over 100 billion online transactions to verify and protect digital advertisements and guarantee that humans rather than bots see them. Works with over 2,000 companies and publications worldwide.

This year, the business has done well as distant enterprises seeking to recover losses incurred by Covid have increased their investment in digital advertising. As a result, it generated $ 240.6 million in revenue for 2020, rising 13% and achieving a 28% increase in adjusted EBITDA.

Furthermore, industry trends suggest that the company's growth model is likely to continue - digital ad expenditure is expected to surpass $ 455 billion this year, up from just over $ 378 billion in 2020, according to a recent eMarketer study. The increase in ad spending is expected to generate additional business for IAS.

According to the business, its current estimated value is approximately $ 2.4 billion.

The company started trading on the Nasdaq today under the symbol IAS, issuing 15 million common shares at a price of $ 18 a share.

The IPO is scheduled to conclude on July 2, but underwriters have a 30-day opportunity to buy up to 2.25 million more shares.

The total IPO proceeds are anticipated to be about $ 270 million. The firm said in a statement that the net proceeds of the sale would be used to repay a portion of the IAS loans.

According to IAS research, connected television (CTV) audiences are increasing, which will generate more advertising inventory and may boost demand for ad security and verification solutions like those provided by IAS.

Furthermore, with the impending deprecation of third-party cookies, many experts anticipate that contextual targeting approaches, in which a message is automatically put based on relevant digital material, will gain traction in the next year or two. Because contextual ads will need validation and security procedures, IAS sees the shift toward context as an excellent opportunity to grow your business.

Importantly, Google stated this week that the planned deactivation of the third-party cookie would be postponed. Advertisers and publishers will now have until the middle to late 2023 before the cookies are no longer available. Adtech stocks surged in reaction to the news. IAS may gain from reactive activity as well.

The increasing demand for our solutions on social and connected TV platforms and the need for more advanced contextual targeting tools are all positive drivers for our business, according to company CEO Lisa Utzschneider. Our IPO allows us to continue innovating by expanding our technology and investing in exceptional talent, especially engineers. We will continue to provide advanced tools to marketers and publishers to navigate the future of digital media quality.

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