Tag: Brand safety

Singapore – Integral Ad Science (IAS) has announced that it will offer its industry-aligned misinformation brand safety and suitability reporting for advertisers running campaigns across YouTube ad inventory. With this, IAS can now detect content across YouTube that it identifies as misinformation enabling advertisers to further verify the safety and suitability of their digital media investments on YouTube.

IAS’s ‘Total Media Quality’ (TMQ) product suite provides valuable third-party assurance that advertisers’ campaigns are running adjacent to brand safe and suitable content. IAS’s misinformation measurement delivers independent verification, complementary to YouTube’s own policies and procedures. 

It is worth noting that IAS classifies content according to industry-aligned definitions and provides reporting based on advertisers’ custom brand suitability settings. Video-level reporting provided by IAS allows advertisers to get a full, accurate picture of the content their ads are running adjacent to, and adjust their campaigns based on their own desired suitability profiles. 

With this, advertisers can gain trusted video-level insights into the content adjacent to their advertisements according to industry-aligned definitions, analyse if the ads appear next to content identified by IAS as misinformation and make optimisations as needed to drive brand suitability, and access global reporting with more than 30 languages on YouTube for key international events in 2024 and beyond.

Lisa Utzschneider, CEO of IAS, said, “Brand safety is a top priority for marketers as we approach upcoming marquee global media events. We are empowering marketers with enhanced products like our expanded Total Media Quality for YouTube which now offers IAS’s misinformation reporting. We’re excited to offer the ability to detect misinformation with our best-in-class measurement solution.” 

In March, IAS announced earning MRC accreditation for integrated third-party calculation and reporting of YouTube video viewability. In December 2023, IAS announced the availability of its Total Media Quality (TMQ) brand safety and suitability measurement across YouTube Shorts, offering advertisers expanded coverage for advanced brand safety and suitability measurement. 

Singapore – Global media measurement and optimisation platform Integral Ad Science (IAS) has announced the expansion of its brand safety and suitability measurement product for YouTube, to include reporting for Performance Max and Demand Gen campaigns on Google Ads.

This integration with YouTube aims to provide advertisers with enhanced tools for safe and effective campaign management.

IAS’s brand safety, suitability, viewability, and invalid traffic (IVT) measurement will now also be available for Google Demand Gen campaigns for YouTube In-Stream and YouTube Shorts.

With this enhancement, IAS will provide global advertisers with third-party assurance through verification that ads running on Performance Max and Demand Gen campaigns appear alongside brand-safe and suitable content, accurate analysis of brand suitability trends to empowers advertisers’ decisions, and comprehensive verification of YouTube content in over 30 languages for key international events in 2024 and beyond.

Talking about this, Lisa Utzschneider, CEO of IAS, said, “IAS is committed to providing advertisers valuable third-party assurance that their campaigns are running adjacent to brand safe and suitable content, and we’re excited to provide further safeguards for their campaigns across YouTube.”

“Our best-in-class measurement solutions coupled with Performance Max and Demand Gen will provide the actionable data needed to drive efficiency, scale, and safety,” she added.

Singapore – Integral Ad Science (IAS) has announced new partnerships with social media platforms Pinterest and Reddit to provide advertisers for these platforms with AI-driven brand safety measurement tools via IAS’s AI-driven Total Media Quality (TMQ) Brand Safety and Suitability product.

As part of Total Media Quality (TMQ) for Pinterest, advertisers get access to Viewability, Invalid Traffic (IVT), and Brand Safety Measurement within IAS Signal, the unified reporting platform that delivers the data and insights advertisers need to easily manage their digital campaigns. This enhancement expands on IAS’s partnership with Pinterest, which offered Viewability and Invalid Traffic (IVT) Measurement across display and video inventory in 2023. 

Meanwhile, for Reddit–the partnership will give advertisers an additional layer of trusted, third-party transparency in their investment on Reddit as they reach and engage with the platform’s 100,000+ interest-based, intent-driven communities. Global Reddit advertisers will have access to IAS’s reliable, independent Brand Safety and Suitability, Viewability, and Invalid Traffic (IVT) measurement to safeguard and scale their campaigns across Reddit. 

Lisa Utzschneider, CEO of IAS, said, “Reddit continues to be a leader in contextually relevant conversations, with a breadth of opportunities for advertisers to reach its highly engaged communities. Our partnership will give Reddit customers additional confidence that their ads are appearing alongside content that aligns with their brand values via reliable and accurate data, so they can focus on driving business growth within Reddit’s uniquely valuable archive of human experience.”

She added, “Marketers are looking for brand safe destinations to reach highly engaged audiences across demographics as they look to safeguard and scale their brands. The launch of our AI-driven Total Media Quality for Pinterest reaffirms our commitment to giving advertisers the confidence that their spend is being allocated towards appropriate environments.” 

Bill Watkins, chief revenue officer of Pinterest, said, “In partnership with IAS, we are excited to offer brand safety to our customers and give them greater confidence in their advertising strategies through best-in-class technology. Pinterest is committed to providing a shoppable, positive platform for consumers, and our work with IAS will ensure advertisers can engage with the right audiences as they move from inspiration, to consideration, to conversion.” 

Meanwhile, Jim Squires, EVP of business marketing and growth at Reddit, commented, “Third-party validation underscores our commitment to equipping Reddit advertisers with the tools they need to confidently grow on our platform. With IAS, we’re giving our clients a clear understanding of where their ads are appearing and how they’re delivering on Reddit, increasing confidence and allowing them to focus on what matters: developing their campaign strategy and creative.” 

Singapore – IPG Mediabrands and Zefr have announced a first-in-kind agency partnership. Said partnership is designed to combat disinformation and improve brand safety and acceptability for online campaigns. 

The partnership will provide campaign solutions that enable brands to avoid spreading false information on social media, using the technology-driven performance unit, KINESSO, and the research data from IPG Mediabrands’ media intelligence and investment section, MAGNA. Political, environmental, medical, AI-generated, and brand-specific content are amongst the main areas. 

Moreover, the partnership between Zefr and IPG Mediabrands continues, and this alliance expands on it. It is in line with the agency network’s media for good programs, which prioritise brand safety, media responsibility, marketplace equity, and sustainability in order to foster influence both inside and outside of its business scope. 

The new campaign tools were developed with input from the MAGNA Media Trial. KINESSO is integrating these disinformation capabilities into the end-to-end integrated campaign process for IPG Mediabrands clients. 

Speaking about the partnership, Dani Benowitz, US & global president, MAGNA, said, “Helping our clients to protect their brands while reaching their audiences through the most effective channels is core to the work we do as their agency partners. By engaging in specialised partnerships like this with Zefr, we are ensuring our clients have access not only to our in-house expertise, but also to the best tools and capabilities the industry has to offer, so their media investments are strategic and made with relevant, high industry standards in mind.” 

Meanwhile, Andrew Serby, chief commercial officer at Zefr, stated, “At Zefr, we have been proactive in tackling misinformation across walled gardens, combining advanced AI for multi-media with global fact-checking networks. IPG’s leadership in combating misinformation for their clients is second to none, and this partnership underscores that commitment towards this critical issue. Together, we are accelerating the fight against misinformation across walled gardens, applying media responsibility to client investment around the world.”

Singapore – Global media measurement and optimisation platform Integral Ad Science (IAS) has announced the expansion of its ‘Brand Safety and Suitability Measurement’ product to now include the Global Alliance for Responsible Media (GARM) category of misinformation across Facebook and Instagram Feeds and Reels. 

The GARM-aligned AI-driven solution will provide added confidence in campaigns run against brand-safe and suitable content. 

Facebook and Instagram bar ads from appearing alongside labelled misinformation or policy-violating content. However, advertisers seek greater control over the content themes their ads run alongside.

With IAS’ tools, advertisers can now assess if their ads are running alongside potentially unsuitable content as defined by the GARM framework. Now, they will be able to review when their ads run alongside content on the subject of misinformation.

IAS’s AI-driven Total Media Quality (TMQ) product includes ‘Brand Safety and Suitability Measurement’ technology that combines image, audio, and text signals with comprehensive frame-by-frame video analysis to classify content accurately in the feed at scale. TMQ provides further reassurance that advertisers’ campaigns are running adjacent to brand-suitable content.

Meta implements a robust approach to misinformation, prioritising the removal of content posing an immediate physical harm risk and collaborating with major third-party fact-checkers to label and reduce misinformation distribution. Ads are prevented from appearing alongside such content or any violating Meta policies. Instead, IAS measures if ads have appeared next to content that discusses or has to do with the GARM-aligned category of misinformation.

IAS classifies content according to the GARM Brand Safety and Suitability Framework and provides reporting to advertisers for them to tailor suitability settings on Meta. Content-level reporting provided by IAS allows advertisers to get a full, accurate picture of the subject matter and content their ads are running adjacent to and adjust their campaigns based on their own desired risk profiles.

Furthermore, IAS is also launching new features and functionality for advertisers across Facebook and Instagram, including expanded content-level transparency for IAS Signal, a simplified user experience, and enhanced reporting features. 

Lisa Utzschneider, CEO of IAS, said, “We’re excited to evolve our TMQ solution to include the GARM category of misinformation, which gives marketers more control over their brands’ reputations, especially ahead of this year’s U.S. elections. We are constantly innovating and building on our partnerships with the world’s largest platforms like Meta, providing added confidence for our customers while ensuring they are driving superior results through IAS’s data and technology.”

Singapore – Integral Ad Science (IAS), a global media measurement and optimization platform, has announced an extension of its brand safety and appropriateness measurement reporting on TikTok. The upgrade features new category exclusion and vertical sensitivity segments, which allow marketers to avoid a greater range of content that may be incompatible with their brand.

This extension uses IAS’s AI-driven Total Media Quality (TMQ) product to further improve and optimise the way advertisers measure and protect their campaigns on TikTok. It guarantees that marketers can develop their brand presence on one of the biggest and short-form video entertainment platforms globally with certainty.

IAS is adding 11 more nations to its brand safety and suitability measurement on TikTok, bringing the total to 62 countries in 34 languages. IAS’s AI-powered total media quality offering for TikTok makes use of multimedia technology, which combines frame-by-frame video analysis with audio, text, and image information. This makes it possible to classify material accurately and at scale in the for you Feed in accordance with four risk levels and 12 GARM brand safety & suitability categories. 

Lisa Utzschneider, CEO of IAS, said, “The rapid adoption of short-form video on social platforms like TikTok created demand for next-generation solutions that can provide protection and performance for advertisers. As the first independent, third-party digital media quality provider offering an end-to-end brand safety solution for TikTok, global advertisers now have access to AI-backed solutions to safeguard and scale their brands across one of the largest and fastest-growing social platforms around the globe.”

Meanwhile, Chen-Lin Lee, global head of measurement and data partnerships at TikTok, stated, “TikTok is continuously building and refining our brand safety and suitability solutions for advertisers, and evolving to stay ahead of emerging needs. We are excited to be partnering with trusted third-party measurement provider Integral Ad Science to complement our own TikTok Inventory Filter, and our new brand suitability controls Category Exclusion and Vertical Sensitivity, so advertisers are confident in the tools that empower them to connect with our community.” 

Singapore – Zefr, the data platform for brand suitability targeting and measurement, has announced its significant expansion of its brand safety and suitability measurement product with TikTok. 

In this new update, global advertisers will now have the ability to deploy advanced brand suitability controls, including ‘Category Exclusions’ and ‘Vertical Sensitivity’ controls, all of which will be available through TikTok’s newly released Brand Safety Hub in TikTok Ads Manager. 

These new capabilities offered by Zefr are designed to offer unparalleled protection and customization for brands advertising on TikTok, ensuring each campaign aligns with their unique brand values and safety and suitability standards.

The introduction of ‘Vertical Sensitivity’ on TikTok will allow advertisers to select their vertical and exclude content categories they deem unsuitable. This will cover 11 brand verticals such as pets, beauty, food, fashion or retail, and more, and is now available across key markets like the US, UK, Canada, and Australia. 

Meanwhile, through the ‘Category Exclusions’ feature, brands can prevent their ads from appearing next to content categorised under gambling and lotteries, violent video games, combat sports, and youth content across all TikTok inventory filter markets.

This announcement builds on Zefr and TikTok’s latest collaboration, announced in September 2023, where Zefr provides video-level signals to inform TikTok Inventory Filter for GARM Suitability optimisations, giving advertisers even further control and transparency when using the TikTok Inventory Filter on campaigns. This collaborative process is representative of an evolution in brand suitability optimisation, giving advertisers deeper control and transparency.

Since its inception in 2022, Zefr has consistently achieved a brand safety rate exceeding 99% on TikTok, following GARM floor definitions across global campaigns. Going beyond brand safety, this partnership aims to enhance the advertiser experience by providing advanced tools and insights that honour both brand values and audience sensitivities. The collaboration between Zefr and TikTok will continue to expand these product features across all regions globally throughout 2024.

Rich Raddon, co-founder and co-CEO of Zefr, said, “Zefr is committed to innovating in brand safety and suitability across social platforms. The integration of our advanced controls into TikTok’s Brand Safety Hub on TikTok Ads Manager highlights our continuous dedication to innovation and empowering advertisers. This collaboration reflects our joint efforts to set new standards, prioritising the brand-suitable alignment of ads with content while minimising over-blocking and maximising reach for brands.”

Singapore – Integral Ad Science (IAS) has announced that it is expanding its partnership with social media platform TikTok, bringing its ‘Total Media Quality’ brand safety and suitability measurement product to advertisers in 23 new markets.

This will be available in the Asia-Pacific markets of Indonesia, Japan, Malaysia, New Zealand, Philippines, Taiwan, Thailand, and Vietnam.

This expansion further cements IAS’s deep partnership with TikTok and adds to the seven countries where brand safety and suitability measurement went live in October 2022. IAS’s comprehensive coverage reflects the ever-growing popularity of TikTok worldwide and the demand from marketers to have the most actionable data to deliver the biggest return on their advertising spend.

IAS’s ‘Total Media Quality’ for TikTok uses artificial intelligence (AI) to provide unique insight into video content through frame-by-frame analysis of images, audio, and text, and can even interpret semantics. This granularity gives marketers the ability to effectively monitor the quality of their media buys on TikTok, providing confidence that their ads are appearing next to content that is brand safe and suitable.

Lisa Utzschneider, CEO at IAS, said, “IAS’s Total Media Quality for TikTok is powered by advanced AI-driven technology that analyzes video content with extraordinary depth, giving advertisers unmatched insights to run the most effective advertising campaigns.”

She added, “This expanded partnership with TikTok is a strong vote of confidence that advertisers around the world rely on IAS to deliver powerful results.”

Meanwhile, Chen-Lin Lee, global head of measurement and data partnerships at TikTok, commented, “TikTok is committed to building a safe environment where communities can express themselves and be entertained. We are excited to expand our partnership with IAS and offer brands around the world best-in-class reporting to ensure video-level transparency in dozens of languages and countries. We look forward to continued collaboration in providing transparency and confidence in TikTok’s ability to present brand messages in safe and suitable environments.”

Singapore – Integral Ad Science, global solutions for digital media quality, has announced the addition of a post-bid brand safety and suitability measurement solution to its ongoing partnership with TikTok.

Through an integration with the IAB Tech Lab’s Open Measurement Software Development Kit (OM SDK), IAS provides advertisers campaign insights into brand safety and brand suitability aligned to Global Alliance for Responsible Media (GARM) standards on the TikTok platform in select markets. 

The new partnership allows brands and agencies to effectively monitor the quality of their media buys on TikTok, giving advertisers confidence that their media investments across TikTok are appearing next to content that is brand safe and suitable.

“We are excited to continue to grow our partnership with TikTok and provide valuable tools that allow brands to make the most of their pre-bid and post-bid campaigns,” said Lisa Utzschneider, CEO of IAS. 

Utzschneider added, “As one of the largest video platforms, offering a holistic solution for advertisers planning their digital ad campaigns with the platform is more important than ever.” 

IAS’ current TikTok brand safety solution provides comprehensive brand safety measurement and protection on TikTok for pre-bid ad placement in select markets.

The post-bid brand safety measurement offering will provide third-party measurement which gives advertisers campaign insights of the content ads appeared adjacent to. Powered by the OM SDK, which is owned and governed by IAB Tech Lab with IAS being a founding member, the OM SDK is designed to facilitate transparent third-party viewability and verification measurement for ads served to mobile apps and open web environments. 

Furthermore, it offers an industry-aligned safety and suitability measurement in line with Global Alliance for Responsible Media (GARM) categories and floor, which provides clear insights. It also promises a 100% artificial intelligence and machine learning brand safety technology, which combines video, audio, and text to accurately classify content on the feed at scale. 

“At TikTok, we strive to create the most trusted environment for brands, built on a foundation of safety, transparency and accountability. We’re thrilled to expand our partnership with IAS to offer both pre- and post-bid brand safety solutions to businesses of all sizes,” said Melissa Yang, head of ecosystem partnerships at TikTok. 

She added, “Bringing IAS on board as a global brand safety and suitability measurement partner will give our brands the confidence they need to ensure they are protecting their brand reputation.”

Seoul, South Korea – Native ad platform Dable, which is also a content discovery platform, has announced a partnership with Integral Ad Science (IAS) to deliver additional brand safety capabilities for advertisers.

Through the partnership, the Dable Native Ad platform will integrate integrated IAS’ brand safety solutions, which offer advertisers the ability to avoid content that most brands would consider inappropriate. 

This in turn, allows brands using Dable Native Ad to avoid risky content based on their preferences across categories such as adult content, alcohol, illegal downloads, illegal drugs, hate speech, offensive language, and violence. IAS brand safety controls are available on a pre-bid basis, so marketers only bid on brand-safe impressions and reach their clients in trusted environments. Working with IAS, Dable also provides insight on bids that are removed due to brand safety risk.

For Chaehyun Lee, CEO of Dable, he stated that they are committed to providing the best advertising experience for brands with the greatest level of brand safety, stating that brand safety is crucial when a company wants to communicate and continue to engage with clients.

“IAS is the leading company solving brand safety with excellent technologies. With this partnership, I believe our global advertisers can deliver their message confidently in a trusted environment and achieve their marketing goals,” Lee stated.

Beyond just analyzing keywords or URLs, IAS examines multiple elements of web pages that display Dable Native Ad to identify the content’s context in depth. Advertisers can control whether to include or exclude categories in their campaigns, helping them to reach clients alongside content that is safe and meets their brand standards. Advertisers can now benefit from IAS’s brand safety solution at no additional cost and avoid spending their budgets on objectionable content.

“We’re very pleased to work with Dable and provide our brand safety offerings for even more marketers. We are committed to helping our customers make every ad impression count, by providing insights and technology that protects their advertising investments from unsafe environments and drives results. We will continue to help protect advertisers’ brand equity through new partnerships with industry leaders like Dable,” said Laura Quigley, SVP for APAC at IAS.

Dable’s partnership with IAS also reflects the ongoing stride in creating brand safety measures for advertisers, as IAS had also recently signed a partnership with The Global Disinformation Index (GDI) to help brands avoid misinformation, ensuring journalistic integrity and reaffirming support for quality news sites.