IAS Announces AI-Powered Brand Safety and Suitability Expansion to Meta
Integral Ad Science, a leading global media measurement and optimization platform, has announced that its AI-powered Total Media Quality (TMQ) Brand Safety and Suitability Measurement product is now widely available on Facebook and Instagram Feeds and Reels. Advertisers may feel secure knowing that their media is showing up alongside content that is consistent with their brand’s objectives and values thanks to the availability of Brand Safety and Suitability Measurement for Meta on all Meta platforms.
IAS’s Brand Safety and Suitability Measurement
IAS’s collaboration with Meta to enhance post-bid brand safety and suitability measurement aims to give advertisers more information about where their campaigns are placed concerning appropriate and safe content. Advertisers have access to:
AI-powered categorization
IAS uses multimedia technology to measure posts that are close to an advertiser’s campaign. By analyzing images, audio, and text frame-by-frame, it can provide the most accurate measurement possible at scale. This allows for unique insights into video content.
Transparency and trust
With their transparent and reliable industry metrics, the measurement framework is in line with the Global Alliance for Responsible Media (GARM), giving advertisers third-party validation.
Third-Party verification
Marketers can assess how well their Meta Inventory Filters are serving their campaign objectives and make necessary optimizations.
Read More: DoubleVerify Includes YouTube Shorts in its Brand Safety Measurement Expansion
IAS and Meta partnership
IAS Signal is a unified reporting platform that advertisers can use to get the information and understanding they need to manage their digital campaigns with ease. The collaboration between IAS and Meta started in 2016 when IAS introduced Facebook viewability verification. IAS increased the scope of its viewability reporting and measurement in 2017 to include Instagram, Facebook, and the Facebook Audience Network. IAS began providing Facebook with its brand suitability offering in 2019. It added viewability and invalid traffic (IVT) measurement for Facebook and Instagram Reels to its measuring repertoire in 2023.
Here’s what they said
Lisa Utzschneider, CEO, IAS said,
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.
Samantha Stetson, Vice President Client Council and Industry Trades at Meta commented,
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. Responsible marketing is a top priority at Meta – and we are pleased with our continued partnership to bring this important solution to our advertisers.
Karyn Johnson, Vice President of Digital Marketing at Verizon added,
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. 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.
Read More: Vevo and Publica by IAS Announce Partnership for CTV Ad Serving
Vevo and Publica by IAS Announce Partnership for CTV Ad Serving
Vevo, the top music video network in the world, and Publica by IAS, a top Connected TV (CTV) ad server owned by Integral Ad Science, announced a global partnership. This partnership enables Vevo to enhance their advertisers’ targeting abilities, improve the viewing experience of their streamed content by making it akin to a traditional TV show, and increase their revenue from CTV advertising by introducing a programmatic unified auction for the premium ad slots within their streamed ad breaks. This covers the ability to buy the first slot inside ad pods, frequency management, and competitive separation.
Characteristics implemented by Vevo
With features that mimic typical TV commercial breaks, advertisers can effectively target Vevo’s global music-loving audience.
Advanced Ad Serving: Vevo can provide advanced CTV ad breaks with the precise targeting options needed by advertisers. Furthermore, it can also provide the capacity to maximize each slot in a pod based on revenue per second.
Advanced Ad Pod Decisioning: This feature allows Vevo to own a pod by brand category and ensure an advertiser’s first pod placement. This aids in buy-side frequency management and competitive separation. Vevo can also guarantee that CTV inventory is served securely and targeted, giving advertisers the transparency and control they need. This enables Vevo to provide their engaged viewers with an improved viewing experience while optimizing revenue
Unified Bidding: This feature enables Vevo to extract the highest-yielding ad for each slot in each streaming ad pod. It does so by conducting a controlled, unified auction of all demand sources. In order to provide real-time transparency into each programmatic auction where the company’s inventory is cleared, Vevo is also utilizing the Publica ‘Live Logs’ feature. As a result, Vevo can now continuously improve yield and data strategies to prevent demand loss due to supply path optimization (SPO).
Read More: TV9 Network Partners With JioTV and JioTV+ for Enhanced Mobile and CTV Reach
CTV Advertising
Based on GroupM’s mid-year forecast, CTV advertising is expected to grow to $25.9 billion in 2023. This is a rapid increase. As a result, the collaboration is timely to take advantage of this expanding trend and grab new business prospects. Vevo can guarantee that its CTV inventory is targeted and served in the safest manner possible. It does so by putting Publica CTV advertising decision-making technology to use. This will give Vevo’s advertisers the control and transparency they need. Advertisers can access Vevo inventory programmatically through several of the top supply-side platforms (SSPs) in the world.
Here’s what they said
Natalie Gabathuler-Scully, EVP, Revenue, Distribution & Data Operations, Vevo said,
As the Vevo catalog continues to expand, we are excited to partner with Publica to ensure that we are providing a high quality and curated best- in-class viewing experience, while ensuring that our advertising partners can effectively reach our global audience of music lovers. By providing advertisers with greater control and increased transparency, they can better optimize their CTV campaigns when reaching our engaged viewers.
Sean Galligan, CRO, Publica by IAS added,
We’re excited about our new partnership with Vevo, and we look forward to providing them with the ad decisioning technology to grow their global advertising revenues, offer outcomes to their advertisers and empower them with the ad serving capabilities to improve their streamers’ viewing experiences on CTV.
Read More: Basis Partners with LG Ad Solutions for U.S. CTV Political Advertising
IAS Acquires Publica For $220M To “Help Advertisers”
Integral Ad Science (IAS) has invested $220 million in a cash and stock transaction to acquire Publica, a connected TV advertising platform. Every month, Publica serves approximately three billion adverts on CTV.
IAS is advancing its approach in this market with this acquisition, which aims to assist publishers market their video programs better across CTV platforms while also developing new solutions to provide advertisers visibility into the quality of this inventory.
With this acquisition, Ben Antier, co-founder and CEO of Publica, will now report to IAS CEO Lisa Utzschneider. Furthermore, the Publica brand will be added to IAS’ product line.
IAS’s decision seems strategic and logical as Publica helps boost publisher yield by connecting supply-side platforms to unique CTV inventory.
Publica’s unified auction, over-the-top (OTT) header bidding for programmatic purchasing, audience management, campaign management, server-side ad insertion (SSAI), ad pod automation, and sophisticated analytics would all be added to IAS’s CTV capabilities as a result of the deal.
Utzschneider, CEO, IAS commented on the acquisition –
Advanced data and technology will fuel the future of addressable CTV advertising. Now video publishers can increase their revenue, and in the future, we will help advertisers with a trusted way to measure the results of their growing CTV budgets
IAS’s current CTV technologies, which include the industry’s first CTV verification solution for worldwide invalid traffic (IVT) and viewability across programmatic and direct buying on all applications and providers, will be expanded with this acquisition.
Moreover, in the next months, IAS aims to provide a brand safety and appropriateness solution for CTV advertisers and publishers, backed by Publica’s platform and CTV content analytics.
CTV advertising is on the rise, and according to eMarketer, advertisers will spend more than $13.4 billion on CTV this year, with that figure expected to rise to $24.7 billion by 2024.
