Brand Safety & Suitability Archives - Integral Ad Science

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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Unlocking the impact of quality inventory with IAS & Ogury

VANESSA GRENIER — Wed, 21 May 2025 15:15:29 +0000

Discover the relationship between performance, context, and Quality Attention^TM

Ogury is a global adtech company that delivers Personified Advertising solutions grounded in privacy to brands, agencies and publishers by focusing on targeting personas, not people.

Ogury aimed to get insights/deepest knowledge of their clients media quality strategy against specific ad placements across platforms and formats. Additionally, in hands with IAS, Ogury is dedicated drive better results for their clients across their KPIs:

Viewability
Brand Protection
Invalid Traffic (IVT)

Founded in 2014, Ogury is now one of the world leaders in digital advertising. By focusing on respecting user data from the outset, it has anticipated market developments and enjoyed dazzling growth.

Download the case study today to better understand the relationship between performance, context and Quality Attention^TM

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Media Quality Report: 20th Edition

IAS Team — Tue, 20 May 2025 12:00:00 +0000

Industry-leading benchmarks for superior media quality

IAS is pleased to share the Media Quality Report: 20th Edition — offering trusted benchmarks and global insights based on more than 280 billion digital interactions daily.

As the gold standard in media quality, the Media Quality Report (MQR) is here to help marketers across the globe assess performance through the industry’s most actionable data. This year’s report offers an in-depth look into global media quality data, key trends shaping the digital landscape, and a step-by-step guide for how to get the most out of the MQR.

Dive into this year’s report, with key trends including:

BRAND RISK: The share of offensive content increased 72% year-over-year.
AD FRAUD: Fraud rates for campaigns that were not protected against fraud increased 19%.
VIEWABILITY: Overall viewability stabilized, but global desktop video viewability reached a record high of 83.9%.

With digital media evolving every day, reliable benchmarks are more important than ever. See how your media stacks up — and where to take action next.

Download the report today to access IAS’s industry-leading global benchmarks.

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Introducing Trusted Third-Party Transparency on Google Search Partner Network (SPN)

IAS Team — Thu, 08 May 2025 12:00:00 +0000

Drive performance and suitability on SPN

IAS is pleased to announce the launch of IAS Pre-Screen Brand Safety Solution for Search Partner Network (SPN). This brand safety and suitability solution provides advertisers with greater control over advertising investments before ads are shown across SPN.

SPN inventory consists of search-related websites and apps that help advertisers drive reach and conversions across mobile and desktop. With IAS Pre-Screen Brand Safety Solution for SPN, advertisers can automatically exclude search partner sites aligned to industry standard safety and suitability definitions, across the entire SPN domain list.

Pre-Screen Brand Safety for SPN gives you:

Trusted Third-Party Control: IAS Pre-Screen Brand Safety Solution is based on 12 industry-aligned categories and 4 risk thresholds. Weekly updates ensure domains are regularly filtered out to drive brand safety and suitability across SPN inventory.
Support Across Campaign Types: Utilize IAS’s exclusion lists across all campaign types with SPN inventory, including Search, Standard Shopping, Apps, and Performance Max campaign types, available globally.
Comprehensive Global Coverage: Drive performance with IAS across the Google ecosystem, including YouTube, Google Video Partners, and now SPN.

We’re helping advertisers drive performance and suitability across the Google ecosystem. Access the one sheet and reach out to an IAS representative to get started.

The post Introducing Trusted Third-Party Transparency on Google Search Partner Network (SPN) appeared first on Integral Ad Science.

Social Optimization for TikTok Now Includes Video Exclusion Lists

IAS Team — Mon, 14 Apr 2025 14:00:00 +0000

Access greater control over brand-suitable ad placements on TikTok

Maximizing investments and driving ROI on TikTok is easier than ever. We’ve expanded our industry-leading Social Optimization product to include pre-bid Video Exclusion Lists, empowering you with greater control over your advertising investments on TikTok.

With Social Optimization for TikTok, you get:

Enhanced Customization: Drive further custom suitability on TikTok aligned to the 12 industry-aligned categories with Video Exclusion Lists by avoiding unsuitable content based on your brand-specific needs.
Comprehensive Global Coverage: Pair IAS’s Total Media Quality for TikTok with Social Optimization to ensure a comprehensive global solution for the platform.
Ease of Activation: Seamlessly activate Video Exclusion Lists and access automatically measured and classified impressions from individual campaigns to exclude adjacent content that does not meet your brand preferences. Validate lists are working as intended with Total Media Quality and adjust your suitability strategy as needed.
Frame-by-Frame Analysis: Accurately classify content at scale through frame-by-frame analysis, which is up to 74% more accurate than frame sampling. Frame-by-frame analysis is powered by IAS’s AI-driven Multimedia Technology, combining image, audio, and text signals.

This expansion helps you meet individual brand suitability and contextual requirements while having greater control and confidence in your ad placements on TikTok. Together, IAS optimization and measurement solutions create a closed-loop on TikTok, letting you drive greater media efficiency and ROI.

Access the one sheet now and reach out to an IAS representative to get started.

The post Social Optimization for TikTok Now Includes Video Exclusion Lists 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.

The 2025 UK 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 UK 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: 72% of media experts place social media as their top priority, social shopping and influencer marketing fuelling growth. However 52% of media professionals see social media as the environment most vulnerable to brand risk.
Digital Video Growth: 42% 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 prioritising influencer campaigns to drive social purchases, but the format may face challenges due to growing pains.
Safety Concerns Persist: 34% of advertisers expressed concern with delivering ads alongside risky content and depfakes (31%). 77% of media professionals agree that third-party measurement and optimisation will be important to protect ads from being served alongside deepfakes.

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 UK 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.

Improve Brand Suitability with Meta Optimisation

IAS Team — Thu, 10 Oct 2024 13:35:06 +0000

Leverage Content Block Lists for increased brand suitability on Facebook and Instagram Feed and Reels

Improve media quality and increase brand suitability on Meta. IAS offers advertisers the ability to safeguard and scale their brands with IAS’s industry-leading Social Optimisation, including pre-screened Content Block Lists, across Facebook and Instagram Feed and Reels.

Paired with Total Media Quality for Meta, IAS provides end-to-end campaign support for advertisers across Facebook and Instagram Feed and Reels with optimisation and measurement.

With IAS’s First-to-Market Content Block Lists, you get:

Pre-screened Lists: Content Blocks Lists, powered by advanced machine learning, are available to activate before impressions are placed to support the delivery of brand suitable ad placements.
Custom, Dynamic Control: Create custom Content Block Lists based on industry-aligned standards with contextual suitability categories coming soon. Plus with an hourly refresh of content, the lists keep up with the pace of content creation to ensure brand suitability.
Industry-leading AI-Driven Multimedia Technology: Only IAS analyzes content at the frame-by-frame level, combining image, audio, and text signals for accurate classification.
Seamless Activation: Advertisers can automatically avoid running next to content they deem unsuitable across Facebook and Instagram Feed and Reels using an easy, one-time activation within IAS Signal.
End-to-end Campaign Support: Pair Content Block Lists with Total Media Quality for Meta across 28 languages on Facebook and Instagram Feed and Reels to scale the brand suitability of your digital media investments.

Improve brand suitability and scale across Facebook and Instagram Feed and Reels with end-to-end campaign support from IAS. This product is now available to IAS customers. Access the one sheet or reach out to an IAS representative today.

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IAS Partners with OpenX to Provide AI-Driven Brand Safety, Suitability, and Invalid Traffic Measurement

IAS Team — Fri, 27 Sep 2024 12:00:00 +0000

IAS has partnered with OpenX, one of the world’s leading omnichannel supply-side platforms, to provide advertisers with the confidence to scale their campaigns across OpenX’s expansive publisher footprint, including web, in-app and premium CTV.

The supply-side integration ensures advertisers can access brand safe and suitable inventory across Openx’s global network, and publishers can more accurately identify fraud and IVT.

Through this partnership, IAS and OpenX are:

Ensuring brand safe and suitable content for advertisers throughout the breadth of globally available OpenX inventory
Eliminating blind spots for publishers to proactively detect and report against fraud and IVT at the impression level
Providing advertisers with data enrichment such as attention metrics to deliver additional value through unique inventory packages, custom segments, and more for programmatic direct and PMP deals

“Our partnership with OpenX further demonstrates our commitment to helping publishers maximize yield and grow their audiences, while assuring advertisers that they are investing their spend in brand safe and suitable inventory,” said James Wilhite, VP, Product at Publica by IAS. “IAS is excited to provide our best-in-class measurement solutions across OpenX’s premium publisher inventory.”

“OpenX’s partnership with IAS reflects our focus on driving innovation and providing best-in-class solutions across all digital channels by extending our audience modeling capabilities,” said Gil Sommer, VP of Global Product at OpenX. “Advertisers across our premium supply can remain confident in better outcomes, and publishers can expect to see higher yield and monetization opportunities.”

In February 2024, IAS announced the launch of IAS for Publishers, a new UI for the sell-side that helps publishers maximize yield and grow their audiences. In April 2024, IAS for Publishers was enhanced to enable ad sellers to report on both MFA and Ad Clutter and get insights into the quality of their inventory.

The post IAS Partners with OpenX to Provide AI-Driven Brand Safety, Suitability, and Invalid Traffic Measurement appeared first on Integral Ad Science.