Singapore – Integral Ad Science (IAS) has expanded its AI-driven Meta Content Block List optimisation solution to the feed on Threads, giving advertisers additional brand safety controls on the growing social platform.
The update extends IAS’s Social Optimisation solution to Threads, allowing advertisers to manage content suitability and improve return on investment for campaigns on the platform, which surpassed 400 million monthly active users globally in 2025.
The expansion builds on IAS’s existing partnership with Meta. In 2024, the company selected IAS as the first provider to develop an independent optimisation solution for its platforms. IAS currently provides Content Block List optimisation and Total Media Quality (TMQ) Brand Safety and Suitability Measurement for ads across Facebook and Instagram Feed and Reels, with the addition of Threads feed now included.
“Our AI-driven, content-level analysis empowers advertisers to drive performance and confidently scale their investments on social platforms with trusted, third-party, independent solutions,” said Lisa Utzschneider, CEO of IAS. “We continue to innovate and deepen our relationships with global partners like Meta to provide end-to-end campaign support for advertisers, ensuring they can avoid unsuitable content and maximise their campaign effectiveness.”
According to IAS, the solution allows advertisers to customise content block lists aligned with brand suitability requirements, including the use of custom brand segments designed to minimise ad waste and reduce brand risk.
The system can also be activated once to provide automatic protection across Facebook and Instagram Feed, Reels, and Threads, with hourly updates to ensure content filtering keeps pace with rapidly changing social feeds.
IAS said the technology is powered by its proprietary Multimedia Understanding Model (MUM), which analyses content frame by frame using a combination of image, audio, and text signals to classify content and determine suitability.
The solution supports 34 languages, allowing advertisers to implement brand safety strategies across global campaigns. In addition, IAS’s Total Media Quality framework provides brand safety and suitability measurement to help advertisers verify that their content block lists are functioning as intended and to enable optimisation during campaigns.
IAS has worked with Meta to develop independent measurement and optimisation tools for advertisers. In October 2024, IAS launched its first content block lists for Meta platforms after being selected as the primary provider for the solution. The company later introduced brand safety and suitability measurement for Threads in October 2025 and launched AI-driven contextual category reporting for Meta in June 2025.
