Singapore – October 11, 2024 – Integral Ad Science (Nasdaq: IAS), a leader in media measurement and optimization, has announced a new collaboration with Meta, launching a groundbreaking Content Block List solution for advertisers. This innovation allows global advertisers to maintain brand suitability by automatically avoiding placements next to content deemed inappropriate on Facebook and Instagram Feed and Reels, in line with industry standards. The solution, currently available to IAS customers using measurement for these platforms, will be accessible to all advertisers by early 2025.
“As the first partner to trial this solution with Meta, we’re excited to help advertisers achieve better engagement in brand-safe, contextually relevant environments on Meta platforms,” said Lisa Utzschneider, CEO of IAS. “Our Content Block Lists enhance media quality, reducing brand risks with industry-standard tools that help advertisers manage content adjacency while scaling campaigns safely.”
After extensive testing, IAS’s Content Block Lists have demonstrated improved performance and brand safety. Combined with IAS’s Total Media Quality (TMQ) solution, this offering provides advertisers with comprehensive campaign optimization across Facebook and Instagram.
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Enhanced Brand Control for Advertisers
Samantha Stetson, Vice President, Client Council and Industry Trades at Meta, emphasized Meta’s commitment to supporting advertisers: “This new tool provides advertisers with greater control over content adjacency, complementing Meta’s existing inventory filter for Feed and Reels.”
The key features of IAS’s Content Block Lists include:
- Social Optimization: Ensures brand-safe ad placements through proactive pre-screening of content on Facebook and Instagram.
- Custom, Dynamic Control: Allows advertisers to create tailored Content Block Lists with a wide range of contextual categories, offering more precision than traditional publisher-level block lists.
- Seamless Activation: Simple, one-time activation within IAS Signal to automatically filter unsuitable content across Meta platforms.
- AI-Driven Multimedia Technology: Combines analysis of image, audio, and text for accurate classification.
- Comprehensive Campaign Support: Integrates with TMQ, covering 28 languages to enhance brand suitability on Facebook and Instagram.
Earlier this year, IAS expanded its Brand Safety and Suitability Measurement to include the category of misinformation, providing a robust solution aligned with industry standards across Meta’s platforms.
About Integral Ad Science
Integral Ad Science (IAS) delivers data-driven media measurement and optimization, helping advertisers, publishers, and platforms achieve their goals in secure environments. IAS’s solutions ensure ads reach real people in safe spaces, maximizing advertisers’ returns. Visit integralads.com for more information.
