Wednesday, February 28, 2024

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    IAS launches AI-driven brand safety and suitability measurement product to Meta

    Integral Ad Science (IAS) has launched its AI-driven Total Media Quality (TMQ) Brand Safety and Suitability Measurement product on Meta’s Facebook and Instagram Feed and Reels.

    IAS’s new post-bid Brand Safety and Suitability Measurement expansion with Meta gives advertisers increased transparency into whether their campaigns are appearing next to safe and suitable content.

    Lisa Utzschneider, CEO, IAS, said the IAS is committed to delivering solutions to help marketers measure and optimize 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.”

    Advertisers will have access to:

    AI-driven Classification: IAS measures adjacent posts to an advertiser’s campaign using its Multimedia Technology to provide unique insight into video content through frame-by-frame analysis of images, audio, and text to provide the most accurate measurement at scale.
    Trust and Transparency: The measurement framework is aligned to the Global Alliance for Responsible Media (GARM), providing advertisers with third-party validation with trusted and transparent industry metrics.
    Third-party Validation: Advertisers can understand how their Meta Inventory Filters are performing for their campaign goals and optimize as needed.

    Samantha Stetson, vice president client council and industry trades at Meta, said the release of IAS’s Brand Safety and Suitability Measurement is a meaningful step forward in their continued work to provide transparency and trust across the advertising ecosystem.

    “Responsible marketing is a top priority at Meta – and we are pleased with our continued partnership to bring this important solution to our advertisers,” she added.

    Advertisers can leverage IAS Signal, its unified reporting platform that delivers the data and insights advertisers need to easily manage their digital campaigns.

    Karyn Johnson, vice president of digital marketing at Verizon, said the IAS plays a key role in protecting advertisements being placed in environments that are not safe or do not align with their company values.

    “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.”

    IAS and Meta’s partnership began in 2016 when IAS launched viewability verification on Facebook. In 2017, IAS expanded its viewability measurement and reporting across Facebook, Instagram, and Facebook’s Audience Network. From 2019, IAS brought its brand suitability offering to Facebook. In 2023, it expanded its measurement capabilities with Meta including viewability and invalid traffic (IVT) measurement across Facebook and Instagram Reels. 

    The post IAS launches AI-driven brand safety and suitability measurement product to Meta appeared first on Mediaweek.

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