Robert Sanderson's questions to Integral Ad Science Holding Corp (IAS) leadership • Q4 2024
Question
Robert Sanderson requested more details on the expansion into China, including the go-to-market strategy for domestic versus cross-border opportunities and the overall strategic priority of the initiative.
Answer
CEO Lisa Utzschneider described the China strategy as a 'test and learn' approach, viewing it as a long-term play. The initial focus is on two fronts: 'China out' for Chinese brands advertising globally, and 'China in' for global brands advertising within China, with strong interest from CPG and luxury verticals. She emphasized a 'crawl-walk-run' methodology, currently focusing on these two areas before considering a domestic 'China to China' play.