Integral Ad Science acquires digital content classification firm, Context

David Murphy

Digital media quality assurance firm Integral Ad Science (IAS), has acquired Context, a Paris-based digital content classification company. Context’s AI-driven technology provides image and video classification across various digital media, including social media platforms and Connected TV (CTV). The acquisition builds on IAS’s current media classification and contextual targeting capabilities. IAS said the integration of Context’s technology will enable its own marketing partners to identify brand-suitable content beyond standard frameworks and contextually target with granularity. Additionally, the acquisition continues IAS’s commitment to innovate globally by adding teams of engineers, data scientists, and data analysts located in France and Poland.

Since 2016, Context has served the video industry as a premier multimedia recognition and classification technology based on AI. Context’s technology will be integrated into IAS’s Context Control suite of suitability and contextual targeting solutions.

“Marketers require sophisticated contextual targeting and avoidance solutions that offer precision and flexibility, especially as the industry moves to a cookie-less world,” said IAS CEO, Lisa Utzschneider. “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.”