Inuvo adds FouAnalytics to its IntentKey ad platform

Inuvo, Inc. (NYSE American: INUV) has integrated FouAnalytics' traffic quality measurement into its IntentKey audience modeling technology, according to a company press release.

FouAnalytics, founded by Dr. Augustine Fou, uses post-bid verification to measure which ad impressions reached human audiences. The integration gives Inuvo an independent assessment of supply quality and third-party validation of how IntentKey makes media decisions.

IntentKey builds audience models based on consumer interest signals without relying on third-party cookies, user IDs, or pre-built audience segments.

"Advertisers are under pressure to prove that media dollars are not just being spent, but are working," said Eric Tilbury, Inuvo's Vice President of Programmatic Ops & Solutions Engineering. "By incorporating independent traffic quality measurement, we're giving clients greater confidence in where their media runs and how those decisions contribute to performance."

Dr. Fou commented on the arrangement: "Independent post-bid measurement is the only way to see where ads actually ran and which supply was real. Inuvo is taking that signal and incorporating it into how it evaluates inventory, which is where measurement does the most good for accountability in programmatic."

IntentKey audience models are available through custom private marketplaces via a client's demand-side platform or through Inuvo's managed service.

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