Integral Ad Science (IAS), a leading global digital advertising measurement and analytics firm, has been acquired by private equity firm Novacap in a deal valued at $1.9 billion.

Founded in 2009, IAS specializes in ad verification, brand safety, and fraud detection solutions for advertisers and publishers.

Its technology enables clients to assess the effectiveness and reach of digital campaigns across multiple channels, helping brands optimize ad spend and improve campaign ROI.

With global operations spanning North America, Europe, and Asia-Pacific, IAS serves thousands of clients, including major media agencies and brands.

Novacap, a private equity group with a track record of investing in technology and digital services, will take IAS private through this acquisition.

The move reflects a broader trend in the advertising technology sector, where private investors are targeting firms with strong recurring revenue, data-driven products, and global client bases.

Analysts note that the deal could accelerate IAS’s product development and market expansion, as private equity ownership often provides flexibility for long-term strategic investments.

The $1.9 billion valuation highlights the premium investors are willing to pay for adtech firms that help advertisers navigate increasing scrutiny over digital ad effectiveness and brand safety.

For IAS, joining Novacap may enable deeper investments in AI-driven analytics, new market entry, and expanded service offerings to maintain leadership in a competitive and rapidly evolving industry.