Marketecture: Get Smart. Fast. Episode 139: Lisa Utzschneider on carbon, attention, AI, and why being the CEO is fun!
Sep 12, 2025
Lisa Utzschneider, CEO of Integral Ad Science, brings her expertise to the conversation about the future of digital advertising. They delve into the shift from simple verification to performance metrics, emphasizing the growing importance of attention and carbon metrics. The discussion highlights how AI is revolutionizing media classification and validation. They also explore the booming retail media landscape and the essential role of trust in brand-consumer relationships. Utzschneider shares insights on navigating complexity while ensuring brand safety and effectiveness.
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Buyers Drive Product Priorities
- IAS serves Fortune 500 brand buyers and also publishers, but brands are the primary revenue drivers.
- The company evolved from viewability verification to broader performance, transparency, and optimization services.
Measurement As Optimization
- Integral Ad Science positions itself as a global optimization and measurement company focused on performance and transparency.
- IAS protects brand equity across open web, walled gardens, CTV and emerging channels while helping drive ROI.
Make Supply Path Transparency Actionable
- Provide transparency into supply path and combine media quality with cost to calculate ROI.
- Feed outcome data back into models to continuously optimize performance.
