Singapore Integral Ad Science, a worldwide media measurement and optimization platform, today announced a partnership with Snap Inc. This agreement seeks to provide advertisers with greater transparency during their Snapchat campaigns by employing IAS’ AI-powered total media quality (TMQ) brand safety and suitability measurement tool.

Compliant with the Global Alliance for Responsible Media (GARM) guidelines, the newest product offers marketers the benefit of independent verification together with reliable and open industry data. Frame-by-frame analysis of images, audio, and text is used in IAS’s Total Media Quality solution to provide insights into video content while guaranteeing the most accurate assessment at scale. 

Speaking about the partnership, Lisa Utzschneider, CEO of IAS, said, “We are excited to partner with Snap to deliver our best-in-class measurement solution for marketers to safeguard and scale their businesses on Snapchat. Snap is focused on developing ad offerings in a premium and safe content ecosystem, and our partnership will give advertisers actionable data to maximise their investment across Snapchat.”

Meanwhile, Patrick Harris, president of Americas at Snap, expressed, “We’re thrilled to partner with IAS to offer Snapchat advertisers an additional layer of brand safety and suitability. We’ve built safety into the fundamental architecture of our platform and are dedicated to providing our community and partners a healthy and safe experience. We look forward to continuing to invest in products and partnerships across the brand safety ecosystem.” 

London, UK – Adaptive streaming technology platform SeenThis announced that Integral Ad Science (IAS) has completed a video certification to provide third-party-validated, actionable measurement for advertisers using SeenThis technology. 

Through this video certification process, SeenThis clients will have the option to add IAS within the platform to measure the video metrics of their campaign and its video creatives. 

IAS’ video certification ensures accurate measurements and helps warrant viewability while also combating invalid traffic (IVT) for advertisers. With this, advertisers can have confidence that their ads are being seen by real people, driving results and minimising fraud. 

SeenThis has developed proprietary adaptive streaming technology that enables emissions reduction by decreasing the amount of data wasted in serving an ad. Some ways this is done are by only streaming content when it is in view and by only displaying creative content that user conditions allow.

Csaba Szabo, managing director for EMEA at IAS, said, “It’s important that advertisers have full control over their digital media campaigns, with granular insights that provide better measurement. Together with partners such as SeenThis, we’re able to provide marketers added confidence with even greater levels of transparency and actionable data to deliver results for their campaigns.”

Also speaking on the partnership, Jesper Benon, CEO at SeenThis, shared, “We’re really happy to announce our partnership with IAS, which will be a major asset to brands using video at the heart of their campaigns. This video certification marks an important milestone in ensuring stronger accountability and transparency in the digital ecosystem.”

He added, “IAS is aligned with many of our goals, analysing the value of digital advertising placements while addressing issues around fraud, viewability, brand risk, and media quality. We are delighted to partner with its team as we continue our mission to enhance performance while aiding our clients’ efforts to increase transparency and reduce the negative impact of their digital advertising on the climate.”

Singapore Integral Ad Science (IAS), the global media measurement and optimization platform, has announced an expansion of its measurement capabilities on YouTube. 

Through this, the business will introduce its industry brand safety and suitability measurement tool to advertisers for YouTube Shorts inventory, integrating it into the full Total Media Quality for YouTube product suite.

The Global Alliance for Responsible Media (GARM) framework’s video-level transparency standards and adjacency standards will be upheld by IAS, which will provide brands with improved third-party assurance that their YouTube Shorts video ads are in line with appropriate and brand-safe content.

Total Media Quality for YouTube, within the scope of standards, gives advertisers access to brand safety and suitability indicators for impressions served on YouTube Shorts. This includes viewability and invalid traffic measurement on a global scale, as well as support for over 30 languages.

Additionally, an analytics dashboard specifically designed for YouTube advertisers is also introduced by IAS as part of its Brand Safety and Suitability evaluation. With the help of this tool, advertisers may create a customised suitability profile and examine trends in brand safety and compatibility through informative charts.

Speaking about the expansion, Lisa Utzschneider, CEO of IAS, said, “Since IAS launched Total Media Quality for YouTube earlier this year, we’ve been able to provide new levels of insight into video content for advertisers through our advanced AI-driven technology and expanded reporting capabilities.”

“With this expansion of our measurement capabilities on YouTube, we can bring marketers the most actionable data to maximise their safety on YouTube Shorts inventory – one of the fastest growing video formats in digital advertising,” she added. 

Singapore Integral Ad Science has revealed ‘Made for Advertising; (MFA), an AI-powered site detection and avoidance product. The company’s MFA site technology is aimed at increasing transparency about advertiser campaign quality, pinpointing ad expenditure allocation, and providing insights for optimising campaigns to reduce inefficiencies on MFA sites.

When used for advertising purposes, MFA sites, which are web pages designed to display advertisements alongside poor content and frequently tuned for conventional metrics like viewability, frequently fail to deliver significant results, such as conversions or brand enhancement.

IAS’s latest product, which makes use of AI technology, efficiently identifies MFA sites on a large scale, allowing advertisers to regain control over their media quality and reduce inefficient spending. IAS provided extensive campaign analysis during alpha testing, demonstrating exceptional MFA site recognition for some of the global advertisers and agencies.

IAS’s product is in line with the Association of National Advertisers’ (ANA) most recent definition of an MFA site, which uses factors like ad-to-content ratio, ad refresh frequency, and traffic source to identify MFA sites. 21% of all measured advertising impressions were found to be delivered on MFA sites, according to the ANA’s Programmatic Media Supply Chain Transparency Study.

Speaking about the launch, Yannis Dosios, chief commercial officer, Integral Ad Science, said, “Our MFA product was built to deliver unprecedented transparency to advertisers and provide them with the ability to both detect and avoid MFA sites in order to redirect their ad spend to publishers that drive a return. The industry faces a significant challenge in combating MFA sites. By leveraging AI, we have developed a scalable way to identify these low quality sources of inventory and improve overall campaign performance.”

Meanwhile, Bill Duggan, executive vice president of ANA group, commented, “Advertisers should recognize that MFA websites can account for a significant portion of their overall campaign and should determine, independently, if MFA sites fit with their brand suitability standards for content and user experience. We applaud IAS for taking action after we released the findings from our programmatic transparency report and for supporting our definition of MFA.” 

He added, “We have found that awareness of MFA sites among the ANA community of media professionals to be limited – which is surprising. We look forward to further developments from IAS around MFA site identification and ad spend optimization to help better educate and inform buyers.”

Bangkok, Thailand – A large chunk of consumers in Thailand say that they have a negative perception towards a brand if their online ad appears alongside inappropriate content, with 74% saying they would trust a brand less. This is according to the latest data from Integral Ad Science (IAS).

For context, IAS notes thaat inappropriate content online for Thai consumers includes those depicting violence and human rights violations, spam or malware, piracy, explicit adult content, hate speech, illegul drugs, alcohol, smoking, terrorism, profanity, and debate on sensitive topics.

Data notes that around 71% of the respondents would feel less favourable towards a brand that advertises near inappropriate content, and 67% saying they are likely to stop using a product and/or service of a brand whose ad appears near inappropriate content.

In terms of brand accountability, 71% believe that brands are responsible for the content surrounding their ads, 74% say that the content surrounding a brand’s ads is a reflection of their values, and 72% believe that brands have a responsibility to publicly denounce offensive content online.

Lastly, both 70% of respondents agree that they are likely to recommend the brand to others when their ad appears near appropriate content and that they are likely to purchase a product and/or service from the brand whose ad(s) appear near appropriate content. 

In an exclusive interview with MARKETECH APAC, Megan Reichelt, country manager for SEA at IAS, stressed the importance of placing ads on safe environments, noting that they will be likely to be seen by the right people and have a positive impact on the brand. This in turn can lead to improved campaign performance in terms of reach, engagement, and conversions.

“Brand safety is important to Thai marketers because it helps to protect their brand reputation and avoid negative publicity. In recent years, there have been a number of high-profile incidents of brand safety breaches, such as ads appearing alongside inappropriate or offensive content. These incidents have damaged the reputations of the brands involved and led to calls for stricter regulations in the digital advertising industry,” Reichelt stated.

She also added that when a brand’s ad appears alongside inappropriate or offensive content, it can damage the brand’s reputation and make consumers lose trust in the brand.

“A brand safety breach can lead to negative publicity for the brand, which can damage its reputation and sales. In some cases, brand safety breaches have even led to legal action against the brands involved,” she noted.

Reichelt also added that stakes are high when the industry talk about keeping a brand safe, as a given brand’s image may have been carefully crafted over the years, only to be destroyed for a consumer in the milliseconds it takes for a display ad to render next to the ‘wrong’ content. 

“This damage can spread further in the time it takes to snap a screen grab and post it. So, what happens next? The digital version of guilt by association—your brand now appears to represent something that it probably does not,” she said.

When asked how brands can place their ads at the right place, she advises that aside from working with trusted publishers as well as third-party verification providers, it is also important to understand contextual advertising.

“Contextual targeting is a method of placing ads based on the content of the page where they are being displayed. This means that ads for cars will be more likely to appear on pages about cars, and ads for shoes will be more likely to appear on pages about shoes,” she said.

All of these advices fall under the goal of attaining brand safety, as well as an advertisement appearing in a suitable context.

“There is no shortage of misinformation and social media commentary related to any number of topics right now, so many regional marketers are actively looking to understand the facts associated with brand suitability. The conversation is indeed fast evolving from the binary focus of brand safety to the more nuanced and bespoke brand suitability. In today’s digital landscape, we are scaling successfully through the likes of programmatic—now we need to focus on quality,” she concluded.

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.

Singapore – Integral Ad Science (IAS) has announced a new partnership with commerce media platform Criteo to enable a first-to-market product for measuring onsite quality metrics for retail media. 

Through this new integration, IAS will enable viewability and invalid traffic (IVT) measurement for Criteo’s network of retail media partners, ensuring that marketers are reaching real users and maximizing engagement across this critical channel.

Powered by Criteo’s predictive AI, Criteo’s Commerce Media Platform solutions enable retailers and brands to seamlessly reach shoppers throughout their entire journey, executing efficiently and at scale on both unique retail media inventory from category-leading retailers and scaled, open web supply while offering real-time, closed-loop sales measurement. 

Through this new integration with IAS, advertisers can be confident in verifying the quality of their digital media investments.

Yannis Dosios, chief commercial officer at IAS, said, “We are excited to extend our presence in the fast-growing retail media space to meet increased demand from advertisers. Through our upcoming integration with Criteo, we can enable marketers to maximize their return on ad spend through third-party measurement across the powerful retail media networks working with Criteo. IAS has long been a major player in the retail media network space, and today’s announcement reinforces our leadership in this crucial area.”

Meanwhile, Brian Gleason, chief revenue officer at Criteo, commented, “Criteo has been a leader in the retail media space since 2016 and we are thrilled to partner with IAS to be the first to provide advertisers with transparency into their retail media campaigns via our ‘Commerce Media Platform’.”

He added, “As more industry players realize the tremendous opportunity of retail media, we remain committed to standardization that reconciles media spend with performance and building an ecosystem that drives marketers’ and retailers’ business forward.”

Singapore Integral Ad Science (IAS) has introduced brand safety and suitability measurement to its total media quality for Google Video Partners (GVP) offering.

This development allows advertisers to confidently display their video ads on publisher websites and mobile apps outside of YouTube.

IAS will provide transparency at the app and URL levels, delivering valuable third-party affirmation that video ads running on GVP are displayed alongside brand-safe and suitable content.

In a statement, IAS Chief Commercial Officer Yannis Dosios emphasised the importance of brand safety and suitability measurement in helping marketers protect their brands and optimize their campaign investments.

Meanwhile, Marvin Renaud, director of global video solutions at Google, expressed his excitement about expanding their partnership with IAS which will offer advertisers additional reassurance regarding the placement of google video partners’ ads on content that aligns with their brand safety standards.

The integration of IAS’s brand safety and suitability measurement with GVP will give advertisers greater control and confidence in video ad placements, leading to more effective campaigns across diverse publisher websites and mobile apps.

Singapore — Anzu, an in-game advertising solution, and Integral Ad Science (IAS), a global media measurement and optimization platform, have announced the introduction of an industry-wide solution that tracks viewability and invalid traffic (IVT) across 2D and 3D gaming environments.

Anzu and IAS have enhanced their in-game ad measurement solution, providing advertisers with increased trust and confidence in investing in the gaming industry. This comprehensive solution spans mobile, PC, and console gaming platforms, supporting programmatic and direct ad purchases for display and video formats.

Ben Fenster, co-founder and CPO, at Anzu, said, “When founding Anzu, we knew that for in-game to succeed, advertisers would need a robust and transparent way to measure their success and be able to compare it to other mediums, which is why this area has been a core focus for us as a business from day one.” 

He added, “It’s been great to work together with IAS on this first-to-market solution which marks a significant step forward in how measurement is done within the in-game advertising space.”

Meanwhile, Yannis Dosios, chief commercial officer at IAS, said, “We know that gaming is one of the most compelling environments for advertisers because consumers bring passion, focus, and dedication when they are playing.” 

Dosios added, “Our expanded partnership with Anzu brings IAS’s powerful viewability and invalid traffic measurement products to in-game 3D settings for the first time, demonstrating our leadership in the gaming space while providing marketers with even greater levels of transparency and actionable data to deliver results for their campaigns.”

Singapore – Integral Ad Science (IAS) has announced the expansion of its existing partnership with global tech company Meta. Through the expanded partnership, IAS will be rolling out its ad measurement tools for Facebook and Instagram Reels.

This now means that Reels advertisers will now have transparency into the performance of their ad campaigns. The adtech company has previously provided advertisers with measurement tools that include viewability and invalid traffic for placements across Facebook and Instagram.

The IAS and Meta partnership first began in 2016.

Yannis Dosios, chief commercial officer at IAS, said, “Facebook and Instagram Reels are enormously popular with advertisers, and based on the success of the existing partnership between Meta and IAS, we are pleased to broaden our work together and provide this deeper level of transparency for Reels ads.”

He added, “With more than 140 billion Reels played daily, smart marketers have already been placing advertisements on Reels and now they have even more measurement insights into which of their ads are being seen and driving results.”

Recently, IAS announced the expansion of its existing partnership with TikTok, which will bring its ‘Total Media Quality’ brand safety and suitability measurement product to advertisers in 23 new markets.