Singapore – Misinformation is a complicated and wide-ranging problem in society, which is why companies are taking steps to help brands avoid misinformation, ensuring journalistic integrity and reaffirming support for quality news sites.
With this, Integral Ad Science (IAS), the global digital ad verification company, has partnered with The Global Disinformation Index (GDI), the web-based tool that rates news outlets, making IAS the first ad verification company to help marketers avoid misinformation content.
GDI is a third party that sets the standard for what qualifies as disinformation and focuses on restoring trust in media sites around the world by providing real-time automated risk ratings. The GDI’s risk assessment is built off human-powered analyses, based on the international ‘Journalism Trust Initiative’ standard, alongside cutting-edge AI that catalogs millions of pages per week across hundreds of thousands of domains.
The partnership aims to protect brands from running ads on sites that have been identified for misinformation. IAS will be identifying potential sources of misinformation through its AI algorithm, and will be validated by GDI’s trusted and independent assessment of news content and risk.
In addition, IAS will be adding domains that GDI detects organically to ensure the most complete coverage for advertisers. Through this, advertisers will be confident that their campaigns are running on quality news platforms.
Lisa Utzschneider, the CEO of Integral Ad Science, shared that their mission to be the benchmark for trust and transparency in digital media quality has never been more critical, and with the rise of brand risk globally, they are providing advanced tools for marketers to safeguard their brands.
“This partnership with GDI is a market first, building on our strong brand safety and suitability tools to offer expanded global coverage and to classify more sources of misinformation, which means greater protection for our clients,” said Utzschneider.
Meanwhile, Clare Melford, GDI’s co-founder and executive director, commented that the new partnership with IAS is a step forward for digital advertisers, and they are proud to be part of catalyzing change across the industry to stop the dissemination of disinformation online.
“Working with IAS, our combined strengths will change the way disinformation is detected and avoided, ultimately disrupting the incentives to create it,” said Melford.