Integral Ad Science Acquires Paris-Based AI Company Context

Integral Ad Science Context
(Image credit: Integral Ad Science)

Integral Ad Science said it acquired Context, which uses artificial intelligence to classify video content across digital media, including connected TV.

IAS said the acquisition will bolster its ability to target digital advertising and avoid placing messages in inappropriate or non-brand safe content.

Financial terms were not disclosed.

Integral Ad Science went public in June and acquired CTV ad platform Publica for $220 million in cash and stock in August.

“Marketers require sophisticated contextual targeting and avoidance solutions that offer precision and flexibility, especially as the industry moves to a cookie-less world,” Lisa Utzschneider, CEO of IAS, said. “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 furthers our vision of offering tailored solutions to our customers. I’d like to welcome Jack Habra, CEO, along with Context’s impressive team to IAS.” 

Also: IAS Accredited by MRC for Facebook Measurement

Based in Paris, Context was founded in 2016. Its technology will be integrated into IAS’s Context Control suite. IAS already had a presence in Paris. The acquisition will add to that.

Also: Innovid Expands IAS Integration To Include CTV Measurement

“We are delighted to join with IAS to advance their market-leading contextual targeting and classification capabilities,” Context CEO Jack Habra said. “Our technology is designed to deliver critical insights to help marketers optimize their campaigns, and we look forward to realizing Context’s full potential as part of IAS.”

Habra becomes VP of Product for Contextual Solutions for IAS. ■

Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.