IAS launches Curation with Google Ad Manager for brand-suitable inventory

Mumbai: Integral Ad Science (IAS) has introduced IAS Curation in partnership with Google Ad Manager, providing programmatic buyers a deal-based approach to curate inventory directly at the source. This solution is designed to meet advertiser benchmarks for context, brand safety, and viewability, helping drive performance at scale.

IAS Curation enables advertisers to apply avoidance and contextual targeting strategies across Google Ad Manager, consolidating bids on high-quality inventory and targeting relevant content efficiently. Using predictive science, IAS pre-screens and categorizes pages, allowing brands to identify suitable inventory and avoid undesirable content.

“Brand suitability and contextual relevance are top priorities for programmatic buyers who are looking to avoid wasting ad spend on poor quality inventory such as MFA or ad clutter,” said IAS chief product officer Srishti Gupta. “IAS Curation gives programmatic buyers on Google Ad Manager a way to elevate their supply strategy and efficiently maximize returns on their media investments through AI-driven optimisation.”

IAS Curation for Google Ad Manager provides global advertisers with:

1   Customisable inventory: Advertisers running programmatic campaigns can now incorporate IAS enrichment to tailor supply before it reaches their buying platform.

2   Precision targeting: IAS’s natural language processing-powered contextual classification enables advertisers to target only relevant, quality content so advertisers can avoid content their brand does not align with.

3   Quality inventory: With contextual avoidance, brand safety & suitability, and MFA filtration available before it reaches a bidder, advertisers can reduce waste and maximise ROI using AI-driven measurement & optimisation.

The launch of IAS Curation with Google Ad Manager expands IAS’s ongoing collaboration with Google. In June 2024, IAS extended its brand safety and suitability measurement for YouTube to include reporting for Performance Max and Demand Gen campaigns on Google Ads. In 2023, IAS made its Total Media Quality (TMQ) brand safety and suitability measurement available for YouTube Shorts, providing advertisers broader coverage for brand safety.