New York, USA – Integral Ad Science (IAS) has announced an exclusive partnership with X, formerly known as Twitter, for brand safety and suitability optimisation controls for advertisers to launch ads in the X platform.
IAS’s pre-bid brand safety and Suitability product provides marketers with greater control and optimization of quality media investments. IAS will now provide valuable third-party affirmation that brands running ads on X are appearing in brand safe and suitable environments as defined by the Global Alliance for Responsible Media (GARM) framework.
Moreover, IAS’s data-backed brand safety and suitability products help ensure high quality media placements, further demonstrating IAS’s commitment to bringing even greater trust and transparency to all aspects of the digital measurement landscape.
Lisa Utzschneider, CEO at IAS, said, “By activating IAS’s pre-bid optimization solutions, marketers can ensure their campaigns prioritize only quality inventory that is brand safe and suitable. We’re proud to be the first and only pre-bid brand safety and suitability partner with X and look forward to furthering the company’s commitment to transparency by giving marketers greater control through solutions that safeguard a brand’s interests and drive brand equity.”
Meanwhile, Linda Yaccarino, CEO at X, commented, “At X, balancing free expression and platform safety is our number one priority – and we are proving these two things are not at odds. Growing our partnership with IAS offers brands a new level of protection and transparency as they continue to grow on X.”
It is also worth noting that that global food company Mondelez has also returned to do advertising on the platform. X noted that it has extended its industry-leading partnerships and capabilities of’Adjacency Controls’ to help all advertisers achieve their unique suitability needs in a more scaled and automated way. These new capabilities will work together to unlock an extended level of adjacency protection for X advertisers.
Jon Halvorson, SVP for consumer experience at Mondelez International, said, “X has made tremendous progress in building brand safety tools that empower advertisers to leverage the power of their platform while curating the context in which the ads appear. Adding pre-bid meets a critical commitment made by their leadership and we are eager to implement this new feature going forward.”
Available in the coming weeks within the X Ads Manager, X also introduced ‘Sensitivity Settings’, an automated solution that will help brands establish the right balance between reach and suitability when it comes to ad placement on the platform.
The ‘Sensitivity Settings’ solution will use machine learning to reduce adjacency to varying levels of content according to a brand’s sensitivity threshold in an upcoming campaign. Brands can then select their preferred environment that best meets their individual campaign objectives.
