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:
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.
Marketers can assess how well their Meta Inventory Filters are serving their campaign objectives and make necessary optimizations.
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.