Integral Ad Science (IAS), a leading global media measurement and optimization platform, has announced a groundbreaking collaboration with Meta to test a first-to-market optimization solution tailored for advertisers. IAS’s third-party Content Block List solution will enable advertisers to automatically avoid placing their ads next to content deemed unsuitable for their brand on Facebook and Instagram Feed and Reels. This innovative solution aligns with industry standards and will be accessible to IAS customers currently utilizing measurement tools for Reels and Feed solutions on these platforms. The Content Block Lists feature is set to be available to all advertisers by early 2025.
Lisa Utzschneider, CEO of IAS, expressed enthusiasm about this partnership: “As the first provider to test this solution with Meta, we are delighted to enable advertisers to drive engagement and reach users in brand-suitable, contextually relevant environments across Meta’s platform. Our Content Block Lists improve media quality while reducing brand risk for advertisers by providing industry-aligned tools that enable them to avoid content they deem unsuitable and safely scale their campaigns.”
IAS has undertaken rigorous testing for the Content Level Block Lists, validating performance improvements and brand suitability. By integrating this with their Total Media Quality (TMQ) framework, IAS offers comprehensive campaign support for advertisers on Facebook and Instagram, enhancing both measurement and optimization capabilities.
Samantha Stetson, Vice President of Client Council and Industry Trades at Meta, commented on the collaboration: “This solution demonstrates our continued commitment to provide global advertisers with more tools to support their brand suitability goals. Alongside Meta’s inventory filter for Feed and Reels, we’re excited to give advertisers even more control over where their content appears on our platform.”
Key Features of the Content Block List Solution:
Social Optimization: This feature ensures that impressions are delivered in brand-suitable ad adjacencies. Advertisers gain proactive pre-screen capabilities at the content level on Facebook and Instagram Feed and Reels.
Custom, Dynamic Control: Advertisers can create tailored Content Block Lists based on industry-aligned standards and an extensive catalog of contextual categories. This offers greater granularity compared to publisher-level block lists, allowing advertisers to adapt quickly to the fast-paced content landscape.
Seamless Activation: With an easy, one-time activation within IAS Signal, advertisers can automatically avoid running their ads next to content they consider unsuitable across Facebook and Instagram Feed and Reels.
Industry-Leading AI-Driven Multimedia Technology: IAS is unique in analyzing content at the frame-by-frame level, integrating image, audio, and text signals for best-in-class classification accuracy.
End-to-End Campaign Support: Global advertisers can pair Optimization with Total Media Quality for Meta across 28 languages on Facebook and Instagram Feed and Reels, further scaling the brand suitability of their digital media investments.
In April 2024, IAS expanded its Brand Safety and Suitability Measurement product to include a category for misinformation, aligning with industry standards across Facebook and Instagram Feed and Reels. Earlier in February 2024, IAS launched its AI-driven Total Media Quality (TMQ) Brand Safety and Suitability Measurement in partnership with Meta, providing advertisers with advanced measurement capabilities across the platforms.
This collaboration marks a significant step towards improving brand safety and ensuring that advertisers can navigate the complex digital landscape with confidence.
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