Quantcast and DoubleClick Campaign Manager top IPA Media Owner and Ad:tech Autumn Survey

Agencies have named Quantcast as the best media owner, and DoubleClick Campaign Manager as the best Ad:tech supplier, to work with in the IPA’s Autumn Online Media Owner and Ad:tech Supplier surveys.

Nearly 80% of respondents (78.4%) agreed that that overall experience of working with Quantcast was good. In the top category Quantcast narrowly beat out Collective UK (77.5%), who came top in five categories.

While Quantcast leads among Ad Networks, Exchanges and Sales Houses, Spotify (72.3%) has retained leadership of Online Pure Plays and Dennis Publishing (73.3%) has re-taken leadership of Crossover Media.

Among Ad:tech suppliers more than 60% of respondents agreed that the experience of working with DoubleClick Campaign Manager (63.4%), Nielsen (62.3%) and Integral Ad Science (62.0%) was a good one.

Collective UK and Integral Ad Science were named Best Media Owner and Best Ad:tech Supplier respectively at last month’s IPA Media Owner and Ad:tech Awards.

Other key findings:

  • Media Owner Survey:

o   Collective tops five categories (Understanding of Client Objectives, Dispute Resolution, Delivery of Creative Solutions, Communication of New Opportunities and Agency/Media Owner Partnership)

o   Blis leads in three categories (Quality of Response to Brief, Understanding of Own Products, and Ease of Contact), while Sky Digital Media leads in one category (Communication of Direct Contact with Clients)

o   Telegraph.co.uk were named the cross-over media owner that best demonstrated a good understanding of how cross-over media opportunities can be exploited

o   Weve has been the most consistently improved media owner since the Spring Survey seeing an improvement of 10 percentage points or more across 6 categories.

  • Ad:tech Supplier Survey:

o   Integral Ad Science leads seven of the 11 categories surveyed.

o   Nielsen tops two categories (Understanding of Own Products and Communication of Direct Contact with Clients) while DoubleClick Bid Manager leads one category (Communication of Relevant New Opportunities)

o   Nielsen were the most improved ad:tech supplier since the Spring survey, improving by 10% or more across four categories and by between 5%-10% in another three categories.

Says Nigel Gwilliam, Consultant Head of Media & Emerging Tech, IPA; “The aim of this survey is to keep agencies informed on which media owners and ad:tech suppliers deliver the highest levels of service with and which ones have shown a commitment to continually improving digital standards. Particular congratulations must go to Collective UK, DoubleClick Campaign Manager, Integral Ad Science and Quantcast who are leading the field in this year’s Autumn Survey.”

The IPA Media Owner and Ad:tech Awards 2017 were presented at Tropicana Beach Club on Tuesday 21st November. In total 14 prizes and 11 commendations were awarded. Seven categories were based on a combination of the findings of the IPA’s Spring and Autumn survey of media owners, inventory suppliers and ad:tech suppliers, including Best Media Owner and Best at Cross-Media, while seven categories including Rising Star and Unsung Hero of the Year were selected by the judges.


Last updated 21 January 2022