Integral Ad Science Named First X Brand Safety Partner

Social media platform X (formerly known as Twitter) has announced that digital media measurement and verification firm Integral Ad Science (IAS) is its first pre-bid brand safety and suitability partner for X advertisers.

IAS aims to be the global benchmark for trust and transparency in digital media quality for brands, publishers and platforms, and its MRC-approved technology promises to ensure that ads are viewable by real people, in safe and suitable environments. The firm's Brand Safety and Suitability product uses patented cognitive semantic technology and natural language processing, to provide users with control over the contextual relevance of digital ads.

Through the partnership, IAS will provide X advertisers access to its pre-bid Brand Safety and Suitability product, offering third-party confirmation that brands running ads on X are appearing in brand safe and suitable environments, as defined by the Global Alliance for Responsible Media (GARM) framework.

Lisa Utzschneider (pictured), CEO, IAS, comments: 'We're proud to be the first and only pre-bid brand safety and suitability partner with X and look forward to furthering the company's commitment to transparency by giving marketers greater control through solutions that safeguard a brand's interests and drive brand equity.'

Web site: www.integralads.com .