OREANDA-NEWS. Flashtalking, the leading global independent ad server and full-service provider of dynamic creative solutions, today announced a partnership with Integral Ad Science, the leader in quantifying digital media quality. The partnership allows Encore by Flashtalking to incorporate IAS data in its algorithmic attribution platform. By leveraging IAS's unparalleled verification data, Encore's attribution models will achieve even higher clarity and predictive accuracy in delivering actionable insights to advertisers across the globe.

"Attribution begins with the customer journey. If users aren't real or ads aren't viewable, they need to be excluded from the analysis. By incorporating IAS outputs into our attribution models, we can deliver even more accurate insights and recommendations to advertisers," said Steve Latham, GM of Encore by Flashtalking. "This seamless integration enables clients to get the most from verification and attribution in one simple solution."

Attribution modeling has become a central aspect of measuring campaign effectiveness in a time when consumers are increasingly spending their time across multiple devices. According to research from IDG Connect, some 78% of marketers surveyed plan to be working with a cross-channel attribution model in the next two years. At the same time, nearly half of all impressions remain unviewable. IAS's Q1 2016 Media Quality Report shows an average 50.1% viewabilty on programmatic display and 59.8% on inventory sold directly by the publisher. Traditionally, brands have conducted fractional attribution modeling and viewability measurement separately. The partnership announced today between Flashtalking and Integral Ad Science enables the combination of those insights together into one comprehensive analysis.

"Verification and attribution represent dual efforts to make advertising more transparent and accountable," said Scott Knoll, CEO of Integral Ad Science. "This partnership brings them together in a way that is impactful and seamless for our mutual clients."

The new capability is currently being tested with a select group of strategic Flashtalking clients. Among them is travel giant TUI Group.

"Overall I think verification is something that should be integral to smart attribution," said Amiy Chatley, TUI Digital Analytics Manager. "Every advertiser should expect this to be accounted for as a standard part of the solution."

MediaCom, TUI's agency of record for the test campaign, echoed Amiy's sentiment. "In order to use attribution to make informed planning decisions for our clients we need accurate data -- incorporating viewability and verification is becoming increasingly important for this," said Matt Wragg, Business Science Director at MediaCom.

About Integral Ad Science
Integral Ad Science is a technology company focused on ensuring safe, quality media environments for online advertisers. Employing the industry's only media valuation platform, Integral Ad Science evaluates the media environment and establishes a TRAQ Score (TRue Advertising Quality), a first-of-its-kind, quantifiable measure of media quality that ultimately benefits every media buyer, seller, publisher and trading platform.

About Flashtalking
Flashtalking arms the world's largest advertisers and their agencies with data-driven precision, measurability, and control over their advertising messages. We have evolved the ad server into a programmatic creative platform that enables the art and science behind the perfect message.