In December, Twitter announced the integration of third party verification vendors to validate advertising in its live feed.
Integral Ad Science is one of the providers and its CEO Lisa Utzschneider expects that other social platform will follow, responding to intense marketers’ demands.
They covered the increasing importance of verification around contextual marketing, and the battle in combatting a rise in fraud around CTV.
Lisa is one the most accomplished leaders in digital media. She started out 20 years at Microsoft where she spearheaded monetization at MSN, moved on to help build the Amazon advertising business and then to Yahoo where she was Chief Revenue Officer. She joined IAS two years ago.
Thanks Lisa and Matt for a fascinating chat.