Integral Ad Science is launching a new product that unites its media quality measurement tools with broader in-flight campaign outcomes measurement and optimization tools in a move that shifts its offerings toward broader outcomes measurement.

The launch comes amid a growing host of offerings by IAS and other verification vendors, which can add cost without guaranteeing improved return on investment. The costs of digital trading, including verification, have come under growing scrutiny by the Association of National Advertisers and others. By combining its measurement tools with outcomes measurement and optimization, IAS aims to show it’s all worth the outlay.

Total Media Performance, a product being launched during CES this week, uses artificial intelligence to align media quality with cost and outcomes data. That includes using IAS pre-bid protection to synchronize quality across demand side platforms, visibility into supply chain issues and in-flight controls for maximizing reach and performance, including the ability to adjust using dynamic contextual targeting with privacy controls, according to the company.

The launch comes as IAS and Vista Equity Partners, which holds a controlling stake and a majority of board seats, are under growing scrutiny on a few fronts. Bloomberg reported in October that Vista is exploring a possible sale of IAS. A lawsuit filed in November in Delaware Chancery Court accuses Vista and five affiliated directors of insider trading. The complaint, citing board minutes, said Vista sold shares in May 2023 with knowledge of pricing pressure that had negative implications, but before public disclosure of that news sent the stock tumbling in August 2023.

IAS, along with other measurement providers, also has been the target of critical reports from measurement and analytics firm Adalytics regarding brand safety protections, which IAS has disputed.

Also, IAS Chief Financial Officer Tania Secor resigned on Jan. 3, though the company reiterated its fourth-quarter financial guidance in announcing the news. Jill Putnam, an IAS board member (not named in the Delaware lawsuit) has stepped in as interim CFO.

CEO Lisa Utzschneider declined to comment on the sale report or the lawsuit.

In an interview, she and Chief Product Officer Srishti Gupta described the Total Media Performance product as a unique offering in the industry, with the potential to significantly benefit IAS.

“It’s a suite of products, some of which are current capabilities and some of which are new,” said Gupta. “I see this as a continuum where we’ll continue to add additional capabilities throughout the year.”

“Advertisers who’ve been using this product are seeing positive financial impact,” Utzschneider said. “For example, by shifting to higher-quality supply paths, we’re delivering a 25% decrease in costs per conversion and a 33% decrease in the cost of quality impressions for a leading global technology brand.”