Integral Ad Science (IAS), a global media measurement and optimization platform, has announced the general availability of its AI-driven Total Media Quality (TMQ) Brand Safety and Suitability Measurement product on Facebook and Instagram Feed and Reels.
IAS’s expansion with Meta for post-bid Brand Safety and Suitability Measurement aims to provide advertisers with increased transparency regarding the placement of their campaigns alongside safe and suitable content.
“IAS is steadfast in delivering solutions to help marketers measure and optimise performance in dynamic, user-generated social environments like Facebook and Instagram,” Lisa Utzschneider, CEO, IAS, said. “This expansion allows brands to identify higher-quality media and scale across these platforms, signifying another important milestone in helping brands enhance brand equity across the entire digital ecosystem.”
Advertisers now have access to AI-driven Classification, which measures adjacent posts to an advertiser’s campaign using Multimedia Technology for frame-by-frame analysis of images, audio, and text, ensuring accurate measurement at scale. Additionally, the measurement framework aligns with the Global Alliance for Responsible Media (GARM), offering third-party validation with trusted and transparent industry metrics. Advertisers can also utilize third-party validation to understand how their Meta Inventory Filters perform for their campaign goals and optimize as needed.
“IAS’s release of Brand Safety and Suitability Measurement across Facebook and Instagram is a meaningful step forward in our continued work to provide transparency and trust across our advertising ecosystem,” said Samantha Stetson, Vice President Client Council and Industry Trades at Meta. “Responsible marketing is a top priority at Meta – and we are pleased with our continued partnership to bring this important solution to our advertisers.”
Advertisers can leverage IAS Signal, its unified reporting platform that delivers the data and insights advertisers need to manage their digital campaigns easily.
“One of the most important things for us as an advertiser is maintaining the gold standard of brand suitability, and IAS plays a key role in protecting our advertisements from being placed in environments where it’s not safe or doesn’t align to our company values,” said Karyn Johnson, Vice President of Digital Marketing at Verizon. “It’s great to see IAS implementing this additional third-party measurement so we can use their tools to ensure we can reach those objectives across all platforms.”