Integral Ad Science has partnered with Facebook to create a brand safety solution. It ensures that ads placed across the various formats offered by the social network do not appear next to inappropriate or undesirable content.
The brand safety tool is in addition to a pre-existing suite which includes solutions that address the viewability of advertising and ad fraud on the platform.
For advertisers, Facebook has been a key staple in making meaningful connections with consumers for years. However, brands also need those connections to be positive, which means their ads need to be seen in suitable environments. Today, Integral Ad Science (IAS), announced a brand safety solution that allows advertisers to ensure ads placed on Facebook in-stream, Instant Articles, and Audience Network are next to content suitable for their brands.
This integration is an invaluable addition to the existing IAS Facebook solution that gives advertisers access to actionable viewability and ad fraud data across the platform’s display and video inventory, on desktop and mobile. Leveraging IAS brand safety models powered by machine learning, advertisers receive blocklists that help control the types of content surrounding their ads. The IAS global Facebook integration spans Facebook Audience Network, Instant Articles, and In-Stream Video with coverage across 40 languages.
“With the steady increase in extremist content, fake news, and brand advertising appearing next to unsavory content, brand safety has now been thrust fully into the limelight. Facebook is committed to providing advertisers more control of the environment where brands appear, without compromising the potential reach and available inventory and we’re excited to partner with Facebook on their brand safety initiative, said Stephen Dolan, Managing Director, APAC, IAS.
“The brand safety capability through our Facebook Marketing Partners program will help advertisers connect with trusted third parties like IAS. It’s important to provide choice to address brand safety preferences of our advertisers, and we will continue enabling partners to build new solutions to meet those needs,” said Gene Alston, VP Partnerships, Facebook.
“One of our goals at IAS is to provide the most comprehensive solution across devices and platforms, ensuring our client’s ads reach their key audiences and appear in brand suitable environments. Facebook is a huge opportunity for advertisers and we are excited to add Facebook brand safety to our robust brand suitability offering,” said Joseph Quaglia VP, Business Development, IAS.
IAS is committed to striving for a transparent and actionable advertising ecosystem. Since 2016, IAS and Facebook have partnered with the intent to provide reliable insights advertisers can trust to confidently place Facebook media buys.
Source: IAS press release
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