{"id":334042,"date":"2024-07-11T12:07:22","date_gmt":"2024-07-11T12:07:22","guid":{"rendered":"https:\/\/integralads.com\/?page_id=334042"},"modified":"2025-06-13T16:30:28","modified_gmt":"2025-06-13T16:30:28","slug":"responsible-ai","status":"publish","type":"page","link":"https:\/\/integralads.com\/responsible-ai\/","title":{"rendered":"Responsible AI"},"content":{"rendered":"\t\t
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IAS Principles for Responsible Use of Artificial Intelligence<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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OUR <\/span><\/span> Perspective <\/span><\/span> on <\/span><\/span> the <\/span><\/span> Use <\/span><\/span> of <\/span><\/span> AI <\/span><\/span> <\/h2><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Artificial Intelligence (AI) is a core pillar of IAS\u2019s long-term strategy, as it enables us to bring new insights to our customers and partners by analyzing data at a scale not previously possible. IAS has developed a digital advertising platform powered by AI and machine learning (ML) that captures up to 280 billion interactions daily from around the globe. IAS leverages AI for prediction, decisioning, protection, and targeting, and infuses the power of AI and ML into all aspects of our products. We operate by a set of guiding principles to ensure we use AI responsibly and do not create unintended impacts to our business processes or for the general public.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Principles <\/span><\/span> <\/h2><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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Transparency<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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We use AI only for purposes that enable us to provide outstanding products and services to our clients, and we make these purposes fully known. In addition, we open our information systems to independent, third-party audits from multiple certification and accreditation bodies.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Fairness<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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We actively seek to keep our AI systems free from bias and mitigate disproportionate impacts on individuals or groups.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Compliance<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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We build and operate our AI systems to comply with the leading AI standards, regulations, and governance frameworks. We document our AI governance efforts and evaluate and adjust them as necessary to keep up with the changing law, societal expectations, and technology.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Security<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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We design our AI systems to be secure and incorporate our approach to AI into our regularly tested information security program, which aligns with industry standards to keep our data secure. We have a formal, risk-based and enterprise-wide risk assessment program, which incorporates the assessment of security risk exposures, including in relation to our use of AI and ML.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Human Oversight<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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We have world-class data scientists who scrutinize the design, implementation, and outputs of our AI system to verify that they are functioning as intended. In addition, our AI and ML systems operate under human observation in order to minimize bias and avoid unexpected outcomes.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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What <\/span><\/span> Kind <\/span><\/span> of <\/span><\/span> AI <\/span><\/span> Does <\/span><\/span> IAS <\/span><\/span> Use? <\/span><\/span> <\/h3><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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There are various technologies that are collectively referred to as \u201cAI\u201d in the marketplace. IAS\u2019s Total Media Quality, Quality Attention, and Fraud solutions for example, all use ML and Human-Assisted techniques that have been industry standard for a number of years in applications such as spam filters, fraud protection, and pattern recognition. These ML techniques are trusted, safe, and common in any system utilized to detect fraud, identify patterns, or analyze user behavior.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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Safe <\/span><\/span> & <\/span><\/span> Responsible <\/span><\/span> AI <\/span><\/span> <\/h3><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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IAS is committed to the transparent and responsible use of AI, including aligning with the leading global standards for AI governance. We were early adopters of TrustArc\u2019s Responsible AI Certification, and in December 2024 IAS became the world’s first company to achieve ISO 42001 certification and TrustArc Responsible AI. Our ongoing engagement with the ISO standards and with TrustArc will enable IAS to ensure alignment with evolving AI regulations and standards on an ongoing basis, mitigating compliance risks. We also have internal policies (e.g. AI Policy) and training in place to educate our employees and guide them toward making informed decisions with regard to the use of AI, keeping our AI system secure and its uses aligned with our values. <\/span><\/p>

Additionally, safe and responsible use of AI at IAS includes:<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\n\t\t\t\t\t\t\n\t\t\t\t\t\t\tRigorous Testing\t\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/h6>\n\t\t\t\t\n\t\t\t\t\n\t\t\t<\/div>\n\t\t\t\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Our IT change management process is compliant with global standards, and we routinely test our AI systems before and after deployment to ensure they are functioning as intended.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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While automation is a fundamental benefit of AI, our systems do not function independently of human oversight. Our Data Scientists continually monitor input data quality and system outputs and have the authority and responsibility to intervene if necessary.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\t\n\t\t\t\t\t\t\tData Correction\t\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/h6>\n\t\t\t\t\n\t\t\t\t\n\t\t\t<\/div>\n\t\t\t\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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In addition to our internal quality assurance processes, we work with trusted partners who help us detect errors or anomalies in the data that necessitate human review.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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No <\/span><\/span> Harm <\/span><\/span> <\/h3><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The ML models and the processes by which we perform data analytics using AI are internal to IAS; our AI system is not used to interact with the general public, nor does the system have the capability to make decisions with the potential to impact individual persons.\u00a0<\/span><\/p>

We are continually looking at ways to enhance and improve our AI capabilities. We are also committed to using AI and ML in a way that benefits us all and, above all, does not cause harm. Because of this, IAS will not pursue objectives using AI that are likely to harm individuals or groups or that violate international law, human rights, or globally accepted standards of practice.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

IAS Principles for Responsible Use of Artificial Intelligence OUR Perspective on the Use of AI Artificial Intelligence (AI) is a core pillar of IAS\u2019s long-term strategy, as it enables us to bring new insights to our customers and partners by…<\/p>\n","protected":false},"author":1,"featured_media":293108,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-334042","page","type-page","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\nIAS Principles for Responsible Use of Artificial Intelligence<\/title>\n<meta name=\"description\" content=\"Artificial Intelligence (AI) is a core feature of IAS\u2019s long-term strategy, as it enables us to bring new insights to our clients by analyzing data at a scale not previously possible.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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