ADmantX helps brands comprehend the content on web pages where their ads could run.
New York-based IAS (Integral Ad Science Inc) acquired ADmantX SpA, a European ad tech firm that gives advertisers more information about the context and content of the articles on which their ads could run.
This new purchase could help them serve to marketers who increasingly want to know about the content that surrounds their ads on-screen.
Rival ad measurement firms have also been investing in companies promising advertisers more control and clarity over where their ads appear online. Earlier this year, IAS competitor DoubleVerify Inc. purchased Leiki, which specializes in classifying web content.