Global Brands Will Benefit from Increased
Transparency When Advertising on Facebook and Instagram Feed and
Reels
NEW
YORK, Feb. 5, 2024 /PRNewswire/ -- Integral Ad
Science (Nasdaq: IAS), a leading global media measurement and
optimization platform, today announced that its AI-driven Total
Media Quality (TMQ) Brand Safety and Suitability Measurement
product is now generally available across 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.
"IAS is steadfast in delivering solutions to help marketers
measure and optimize performance in dynamic, user-generated social
environments like Facebook and Instagram," said Lisa Utzschneider, CEO, IAS. "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 can now gain 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.
"IAS's release of Brand Safety and Suitability Measurement
across Facebook and Instagram is a meaningful step forward in our
continued work to provide transparency and trust across our
advertising ecosystem," said Samantha
Stetson, Vice President Client Council and Industry Trades
at Meta. "Responsible marketing is a top priority at Meta – and we
are pleased with our continued partnership to bring this important
solution to our advertisers."
Advertisers can leverage IAS Signal, its unified reporting
platform that delivers the data and insights advertisers need to
easily manage their digital campaigns.
"One of the most important things for us as an advertiser is
maintaining the gold standard of brand suitability, and IAS plays a
key role in protecting our advertisements from being placed in
environments where it's not safe or doesn't align to our company
values," said Karyn Johnson, Vice
President of Digital Marketing at Verizon. "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.
About Integral Ad Science
Integral Ad Science (IAS) is a leading global media measurement
and optimization platform that delivers the industry's most
actionable data to drive superior results for the world's largest
advertisers, publishers, and media platforms. IAS's software
provides comprehensive and enriched data that ensures ads are seen
by real people in safe and suitable environments, while improving
return on ad spend for advertisers and yield for publishers. Our
mission is to be the global benchmark for trust and transparency in
digital media quality. For more information, visit
integralads.com.
Contact: press@integralads.com
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SOURCE Integral Ad Science, Inc.