Integral Ad Science (IAS) today announced its expansion into China to assist global advertisers in diverting from ad fraud and misinformation by capitalising on its brand safety and suitability measurement, while supporting local Chinese advertisers looking to extend their reach beyond borders of China.

With China's digital ad spending projected to exceed US$140 billion in 2024, IAS is positioned to deliver greater value for advertisers seeking to achieve superior results.

In a press statement released on Dec 4, the global media measurement and optimisation platform said the East Asian expansion will support IAS' long-term strategy of offering comprehensive measurement coverage across all markets, an area that has become challenging for regional and global advertisers.

Chief Executgive Officer (CEO) Lisa Utzschneider noted that IAS, which specialises in the provision of actionable data for leading advertisers, publishers, and media firms, is able to meet the unique demand of the Chinese market, filling a crucial gap in coverage for advertisers.

"With an expanded footprint, we will empower advertisers with actionable data they need to maximise their return on investments and support their growth in this dynamic and evolving digital advertising landscape," said the CEO.

By entering the world's second-largest advertising market, IAS is aiming to support advertisers as they invest in the country's continued digital media potential.

As one of the founding members of the Interactive Advertising Bureau of China (IAB China), IAS will work alongside IAB China to provide international brands with better market access.

IAS is now present in multiple Asia-Pacific markets including Australia, India, China, Hong Kong, Japan, South Korea, Taiwan, Indonesia, Malaysia, Singapore, Thailand and Vietnam.