IAS Debuts Facebook and Instagram Brand Safety Tool

Media measurement and optimisation platform Integral Ad Science (IAS) has rolled out an AI-driven Total Media Quality (TMQ) Brand Safety and Suitability Measurement product, across Facebook and Instagram Feed and Reels.

The tool, with reports viewable via unified reporting platform IAS Signal, helps advertisers ensure their campaigns are appearing next to content considered safe and suitable. AI-driven frame-by-frame analysis of images, audio and text categorises the posts adjacent to a campaign, aligning with the framework set out by the Global Alliance for Responsible Media (GARM*). Third-party validation tells advertisers how well their Meta Inventory Filters are performing for their campaign goals, allowing them to adjust and optimise.

CEO Lisa Utzschneider (pictured) comments: 'IAS is steadfast in delivering solutions to help marketers measure and optimise performance in dynamic, user-generated social environments like Facebook and Instagram. 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'. Meta VP Client Council and Industry Trades Samantha Stetson describes the launch as 'a meaningful step forward in our continued work to provide transparency and trust across our advertising ecosystem'.

IAS joined Comscore and Nielsen in 2016 in partnering with Facebook to verify metrics on viewings of its photo and video ads, and just over two years ago the firm achieved MRC accreditation for impression and viewability measurement and the reporting of display and video ads across Facebook and Instagram. Last year it launched ad measurement tools for Facebook and Instagram Reels videos.

Web site: www.integralads.com .


* GARM is a cross-industry initiative established by the World Federation of Advertisers to address the challenge of harmful content on digital media platforms and its monetization via advertising.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.