IAS Launches AI Agent

Media measurement and optimization platform Integral Ad Science (IAS) has unveiled an AI-powered assistant called IAS Agent, promising faster campaign activation, instant and deeper insights, and performance optimization at scale.

The IAS platform provides detailed and enriched data helping to ensure that ads are 'seen by real people in safe and suitable environments', while improving return on ad spend for advertisers and yield for publishers. The company was acquired in September by Canada-based private equity firm Novacap, in an all-cash transaction valuing it at around $1.9 billion.

The new IAS Agent is powered by the firm's huge dataset, with proprietary data gathered over more than fifteen years, and provides 'complete transparency' into every recommendation when users hover over answers. Clients can choose to to customize, override or adopt each recommendation. Other key features include AI-generated recommendations for brand safety and suitability settings; trend and pattern-spotting across all IAS UI dashboards; and natural language conversation-based pre-campaign setup and campaign activation, with 'no technical knowledge required.'

The company says it expects to roll the Agent out globally, at no additional cost to clients, early in Q1 2026.

CPO Srishti Gupta (pictured) explains: 'IAS Agent was designed to be a marketer's advertising compass. It guides decisions with clarity and uncovers deep, comprehensive insights that would otherwise remain hidden - turning those insights into action, in real-time, so marketers can boost performance instantly.' Gupta says the product's capabilities will expand to improve workflow and unlock value through AI supply path insights, tagging activation, and campaign settings assistance.

Web site: www.integralads.com .

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