Integral Ad Science Case Study
From Niche to Notable: How Bud Helped IAS Break Adtech into the Mainstream
IAS is a household name among marketers, renowned globally for setting the standard in brand safety, ad verification, and viewability. But as a FTSE-listed adtech company, IAS faced a new challenge: breaking out of niche industry circles to position itself as a world-class technology leader. That’s where Bud came in.
Challenge
IAS faced an uphill climb in APAC: breaking into mainstream and Tier 1 media with a brand built on highly technical marketing metrics that often fly under the radar. With strong global pressure to scale the brand’s visibility and thought leadership, IAS needed a way to make media quality resonate across markets where attention, ad fraud, and brand suitability are often under-prioritised.
Approach
We moved away from a one-size-fits-all narrative and instead tapped into local culture and data to earn relevance. Our approach:
Newsjacking cultural moments – from Singapore F1 to Filipino holiday season (“Ber” months)
Story-led thought leadership – simplifying complex concepts like attention and brand safety through relatable, business-first lenses
Selective high-impact pitching – securing fewer but stronger hits with mainstream appeal
Impact
16% increase in Share of Voice across Southeast Asia and Australia
Secured media in Tier 1 and mass-reach publications like Singapore Business Review, Manila Times, MSN, Business Today.
718M potential audience reach across 5 key APAC markets
