Research Archives - Integral Ad Science

APAC Contextual Targeting Insights Guide – Holiday Special

Sinead Canny — Wed, 15 Oct 2025 04:58:05 +0000

The Asia-Pacific region doesn’t follow a single holiday calendar. Marketers here face a complex, diverse mix of high-stakes events, from major gifting holidays like Diwali and Christmas to aggressive discount days like Black Friday and Cyber Monday. Success depends on understanding the unique mindset of the consumer in each of these moments.

Ready to move beyond generic targeting? Download our essential guide to master contextual relevance and ensure your campaigns connect when and where it truly matters this festive season.

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Power Stronger Performance on Social

IAS Team — Mon, 15 Sep 2025 12:00:00 +0000

Learn how top advertisers are maximizing performance on social this holiday season

Social media is a high-stakes arena for advertisers. It’s where your audience spends the bulk of their time. But while the reach is undeniable, the content environment is constantly shifting. Virality, user-generated content, and platform-specific trends can change the tone of a feed in minutes — and during the holidays, the pace of change accelerates even more.

In our latest white paper, we explore how Social Optimization is helping global advertisers make their holiday campaigns more efficient, more effective, and more aligned with brand strategy. You’ll find out how top brands are taking charge of their social campaigns this holiday season with real-time suitability controls, seeing results like:

3x ROI on social media campaigns for a global telecommunications brand
48% decrease in wasted ad spend, enabling a leading insurance brand to reinvest back into suitable media
65% reduction in brand suitability fail rates, increasing performance and decreasing waste for a major retail brand

Marketers no longer have to compromise between safety and scale. Maximize your social investment and see better results during the holidays — and beyond.

Download the full white paper to find out how.

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Research: Singapore Holiday Online Shopping Outlook Report

Sinead Canny — Fri, 12 Sep 2025 10:13:38 +0000

Holiday shopping has evolved as online shopping has evolved. Retailers can utilise the digital space to reach more consumers than ever before. Using their devices, consumers can easily find gift ideas, deals and promotions, and easy checkout methods without even walking inside of a store.

With the holiday season around the corner, consumers are thinking about their plan for buying gifts for their loved ones. This includes budgeting and looking at where they are going to shop. Consequently, advertisers are thinking about how to appeal to consumers during the holiday season.

This study explores how consumers are approaching the upcoming holiday season. It also seeks to understand how consumers factor in digital advertising when purchasing products and how they perceive ads next to the content they are viewing online.

You can now download the full research report

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Research: India Festive Online Shopping Outlook

mbani — Wed, 20 Aug 2025 07:21:37 +0000

Festival shopping has evolved as online shopping has evolved. Retailers can utilise the digital space to reach more consumers than ever before. Using their devices, consumers can easily find gift ideas, deals and promotions, and easy checkout methods without even walking inside of a store.

With the festival season around the corner, consumers are thinking about their plan for buying gifts for their loved ones. This includes budgeting and looking at where they are going to shop. Consequently, advertisers are thinking about how to appeal to consumers during the festival season.

This study explores how consumers are approaching the upcoming festival season. It also seeks to understand how consumers factor in digital advertising when purchasing products and how they perceive ads next to the content they are viewing online.

The post Research: India Festive Online Shopping Outlook appeared first on Integral Ad Science.

Performance & Brand Equity in the New Media Landscape

IAS Team — Wed, 09 Apr 2025 12:00:00 +0000

How advertisers can drive performance and elevate brand reputation in a dynamic media landscape

In a digital world where unpredictability is the norm, advertisers face the constant challenge of safeguarding their brand’s reputation — but cost often gets in the way. So how can advertisers proactively protect their brands while also prioritizing cost efficiency?

Our latest white paper, Performance & Brand Equity in the New Media Landscape, is a must-read for advertisers looking to improve end-to-end campaign performance and maximize ROI. Backed by real-world case studies, this white paper is your roadmap to simultaneously driving brand equity and cost savings.

Download the white paper now to learn how to:

Leverage a proactive approach to brand safety without sacrificing scale
Reach more consumers in environments you deem safe and suitable
Boost campaign performance and cost savings with Context Control Avoidance

The post Performance & Brand Equity in the New Media Landscape appeared first on Integral Ad Science.

IAS Empowers Advertisers Across Social Media Platforms

IAS Team — Mon, 20 Jan 2025 16:39:44 +0000

IAS is proud to be a trusted media measurement and optimization leader across social and video platforms, the open web, CTV, and other digital channels.

Amid ongoing industry change and rapid shifts across the digital advertising industry, we’re here to support our customers to ensure their campaigns continue to maximize ROI while protecting brand equity. Across social media platforms, our solutions include:

Global Coverage Across TikTok

IAS remains a trusted partner of TikTok to offer optimization and measurement solutions globally:

IAS currently offers Total Media Quality (TMQ) for TikTok in 78+ markets globally.
IAS launched an Alpha test on TikTok for Video Exclusion List Optimization, which is expected to be generally available in 78+ markets in H1 2025.

Proactive Brand Safety and Suitability Optimization

IAS provides advertisers with tools to drive brand safety, suitability, and contextual alignment across platforms to reduce media waste and drive performance. Examples include:

First-to-market test partner for Meta Content Block Lists, launched October 2024
Exclusive IAS Optimization for X on the Vertical Video product, launched February 2024

Brand Safety and Suitability Measurement across Platforms

IAS offers Total Media Quality (TMQ) measurement which includes a combination of Brand Safety and Suitability, Viewability, and Invalid Traffic reporting to enable advertisers to validate media strategy and drive performance. TMQ is powered by best-in-class technology with daily reporting aligned to industry standards.

In addition, IAS recently announced a unique partnership with Lumen to provide Attention measurement across major social platforms and channels. The reporting can be applied retroactively to inform budget allocation between channels and provide creative insights.

If you’d like more information or have questions, please contact an IAS representative or reach out to socialsupport@integralads.com. We look forward to continuing to support you in 2025 and beyond.

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The 2025 Industry Pulse Report

IAS Team — Tue, 19 Nov 2024 13:00:00 +0000

Industry experts reveal what’s next for digital media in 2025

IAS, in collaboration with YouGov, surveyed U.S. digital media experts to uncover the trends, technologies, and solutions that will drive digital advertising forward in 2025.

From shifting priorities to anticipated challenges, this year’s Industry Pulse Report offers a comprehensive look at how media experts are preparing for these shifts so you can stay ahead of the curve.

Sneak Peek: Top Priorities & Challenges for 2025

Social Media Takes the Lead: 61% of media experts place social media at the top of their list, but not without its challenges. With deepfakes becoming more common and new opportunities like social shopping emerging, advertisers will need to adapt quickly.
Digital Video Growth: 43% of respondents expect digital video to dominate formats, particularly as it becomes more intertwined with social media. This format’s rise will require attention to new media quality threats like AI-generated content.
Influencer Marketing Ramps Up: 28% of experts are prioritizing influencer campaigns to drive social purchases, but the format may face challenges due to growing pains.
Safety Concerns Persist: Advertisers continue to rank safety as a top challenge, particularly in ensuring ads do not appear alongside risky content or misinformation. Deepfakes and ad waste are also high on the list, requiring strategic planning.

Download your copy of the 2025 Industry Pulse Report now to access the industry’s most actionable insights for a stronger 2025.

The post The 2025 Industry Pulse Report appeared first on Integral Ad Science.

3 Ways to Keep Your Brand Safe on Social Media

IAS Team — Thu, 24 Oct 2024 11:00:00 +0000

How to maximize impact while ensuring brand integrity in social media advertising

Brands know that the social media landscape is rife with opportunity. With 97% of U.S. consumers actively using social media platforms, this environment offers an unparalleled opportunity to reach consumers where they spend a significant portion of their time.

The numbers speak for themselves: nearly 9-in-10 consumers have engaged with an ad on social media within the past year. This level of interaction highlights the immense potential for brands to not only reach their target audience but also to drive engagement and conversions through carefully crafted campaigns. Social media platforms also provide the unique ability to create personalized and dynamic ad experiences, allowing brands to tailor their messaging to specific consumer segments, leading to better business results.

The social media struggle

While social media platforms offer unparalleled access to a vast audience, they also present significant hurdles. The dynamic and often unpredictable nature of social media, especially during sensitive periods like election seasons, can make it difficult for advertisers to maintain control over where and how their ads are displayed.

The rise of misinformation and AI-generated content adds another layer of complexity, making it harder for advertisers to ensure that their messages are seen in a suitable, trustworthy context. In fact, consumers say misinformation is the number one type of questionable content that consumers want to avoid on their social media feeds, with AI-generated content coming in at number three. So not only can adjacency to misinformation and AI-generated content hurt a brand’s credibility, consumers also simply don’t want to come across that content.

These challenges mean that advertisers must be more vigilant than ever, carefully managing their campaigns to avoid potential pitfalls that could harm their brand. Ensuring that ads appear in brand-safe and suitable environments is no longer just an option — it’s a necessity in a landscape where consumer trust can be easily undermined by misleading or controversial content.

Why brand safety and suitability matter more than ever

Brand safety and suitability go far beyond merely avoiding inappropriate content. It’s about ensuring that your brand’s message is consistently delivered in a context that aligns with your values and resonates positively with your audience.

The stakes are high—35% of consumers hold brands responsible for ads appearing near unsafe content, underscoring the importance of careful placement. Additionally, 82% of consumers have encountered questionable content in their social media feeds that they’d prefer to avoid, highlighting the growing challenge of maintaining a safe and trustworthy brand presence online. As the volume of unsafe content on social media continues to increase, the responsibility on brands to prioritize safety will only intensify.

Failure to do so can lead to decreased consumer trust and a negative impact on your bottom line, making brand safety an essential component of any successful digital marketing strategy.

3 steps to keep your brand safe on social

1. Employ advanced AI-powered prevention solutions

Advanced AI brand safety and suitability tools are essential in the fight against misinformation and harmful content on social media. These solutions can analyze vast amounts of data in real-time, detecting and flagging content that could pose a risk to brand reputation. It’s important for advertisers to rely on the most granular brand safety and suitability technology powered by AI that can measure social media content frame-by-frame and aligned to the industry-standard 12th category for misinformation.

By integrating AI-driven brand safety and suitability tools into your strategy, you can automate the identification of unsafe content, allowing you to act swiftly and decisively before any damage is done. This proactive approach not only protects your brand but also ensures that your advertising dollars are spent in environments that won’t hurt brand performance.

2. Reallocate ad spend for optimal impact on social media

Regularly evaluating your ad spend is essential to ensure that your investments are yielding the desired results. This involves more than just monitoring basic metrics like impressions and clicks; it requires a deep dive into viewability, invalid traffic, brand safety, and brand suitability metrics.

By analyzing these factors, you can identify areas where your ads are performing well and areas that may need adjustment. For instance, if a particular platform or channel shows high levels of invalid traffic or low viewability, it may be wise to reallocate your budget to more effective environments. This not only maximizes the return on your investment but also reinforces your commitment to maintaining a safe and suitable brand presence on social media.

3. Leverage measurement and optimization platforms for custom insights

Ensuring that your ads appear in contexts that are both relevant and safe is a key component of maintaining brand integrity on social media. Measurement and optimization partners like IAS can offer in-depth analysis of ad placements, including insight on viewability, invalid traffic, and brand safety, helping you understand where your ads are appearing and how effective they may be to your intended audience. Going a step further, trusted measurement and optimization partners have the ability to provide custom brand suitability metrics and graphs tailored to your brand that allow you to take action more effectively.

Third-party measurement and optimization partners go beyond social media to help you navigate the complexities of other advertising channels, including emerging media formats like gaming, retail media, digital audio, and more, providing guidance on how to maintain brand safety and suitability across campaigns.

Safeguard and scale on social with IAS

Not all social media ads are created equal. IAS’s latest research into brand safety on social media, “The State of Social,” provides invaluable insights into how consumers’ perceptions of and interactions with brands are influenced by the content surrounding ads on social media. Understanding these preferences allows advertisers to craft campaigns that align with consumer expectations, increasing the likelihood of superior advertising results.

The conversation around social media’s influence is more critical than ever. Its ability to shape consumer perceptions, rapidly spread information, and provide unique advertising opportunities makes it an indispensable tool for modern marketers. As social media platforms continue to evolve, understanding and leveraging these changes will be essential to driving successful campaigns.

Download The State of Social to discover:

How misinformation and AI-generated content on social feeds impact ad performance
What kinds of ads consumers are interacting with on social media
What types of ad adjacencies drive purchase intent and brand awareness

The post 3 Ways to Keep Your Brand Safe on Social Media appeared first on Integral Ad Science.

India – Holiday Buying Report 2024

Sinead Canny — Thu, 03 Oct 2024 02:57:31 +0000

As the festive season approaches, consumers are gearing up for their holiday shopping, and advertisers have a unique opportunity to tap into this growing demand.

Our latest Holiday Shopping in India 2024 Research Report provides insights into how Indian consumers are planning their holiday purchases, and how brands can align their strategies to maximise success.

Key findings include:

89% of consumers plan to start their year-end shopping before November.
88% of consumers will increase their holiday shopping budget compared to last year.
79% of consumers plan to shop online, with 80% using mobile devices for purchases.

This Research Report highlights not only the growing reliance on e-commerce but also the importance of contextually relevant advertising.

With 93% of consumers finding online ads essential for discovering new products, brands have a significant opportunity to reach engaged buyers through targeted digital.

Download the full report here to find out more about maximising your digital campaigns for the holiday season!

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RESEARCH: The Future of CTV Investment

IAS Team — Mon, 16 Sep 2024 10:00:00 +0000

How industry experts are evaluating the future of ad spend and media quality in CTV

As the Connected TV (CTV) landscape becomes increasingly competitive, advertisers are under pressure to do more with less. Budgets are tighter, yet the demand for impactful, high-quality campaigns continues to grow.

As CTV continues to dominate the market, IAS set out to understand how media experts plan to invest in this advertising environment in the coming years, and what role media quality plays as advertising budgets are steadily reallocated to CTV.

Access The Future of CTV Investment to learn:

Industry professionals’ top reasons for increasing ad spend on CTV
What media quality issues may be preventing further investment in CTV
How to boost brand impact on CTV

CTV is a powerhouse advertising environment — but understanding how to invest in it is key. Download the study now to find out how.

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