In Finland, Otavamedia has started using Integral Ad Science (IAS) software to measure the visibility of display advertising campaigns across all its sites, including its classified properties.
IAS is a global measurement and analytics company. It builds verification, optimization, and analytics software to measure the visibility of display ads on every device.
According to the company, nearly half of their customers’ ads are left unseen. Ensuring the visibility of digital advertising and being able to measure its effectiveness has become a major advertising benchmark.
Otavamedia has nearly 30 different websites with placements in IAS technology. The total visibility of the company’s largest website auto vertical Nettiauto.com, for example, is over 70 percent, the company said in its news release.
Otavamedia’s other classified sites include motorcycle vertical NettiMoto.com, boats vertical NettiVene.com and rental site Nettivuokraus.com, among others (you can find the company’s full portfolio here).
All of the above-mentioned classifieds sites are managed by Otavamedia’s subsidiary NettiX.
The Otavamedia Group is the second largest graphic communications publisher in Finland. The Group’s principal business areas are books, trade, magazines and digital businesses.