Singapore – Integral Ad Science (IAS), a global leader in media measurement and optimisation, has launched the first AI-driven, independent brand safety and suitability measurement for Meta’s Threads—marking a major step in its partnership with the social giant.
The expanded Total Media Quality (TMQ) for Meta brings IAS’s proprietary multimedia technology to Threads for the first time, enabling advertisers to protect brand reputation and scale campaigns safely in real time.
“IAS’s AI-driven content-level analysis enables advertisers to drive performance and confidently scale their investments with trusted, third-party, independent measurement,” said Lisa Utzschneider, CEO of IAS.
The solution builds on IAS’s existing coverage across Facebook and Instagram feed and reels, providing third-party validation across Meta’s key platforms.
“We continue to innovate and deepen our relationships with global partners like Meta to provide end-to-end campaign support for advertisers across every screen and channel,” added Utzschneider.
With Threads now boasting over 400 million monthly active users, IAS’s new measurement solution delivers content-level insights, custom suitability controls, and risk classification across multiple categories.
The technology analyses video, image, audio, and text signals—even at the frame level—across 34 supported languages for global precision.
The announcement follows a series of IAS innovations with Meta, including the 2024 launches of Content Block Lists, misinformation measurement, and expanded total media quality coverage across Facebook and Instagram.
By pairing artificial intelligence with trusted independence, IAS is giving brands more confidence than ever to post, protect, and perform on Meta’s fastest-growing platform.
