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Tag: IAS

  • Snap and IAS team up to make ads crystal clear

    Snap and IAS team up to make ads crystal clear

    MUMBAI: Snap and Integral Ad Science (IAS) are taking transparency to a new level, giving advertisers something worth snapping about. The duo has expanded their measurement partnership to cover every corner of Snapchat, including the app’s most intimate space, the chat feed.

    The move means advertisers can now measure viewability and invalid traffic (IVT) for sponsored snaps and chat feed ads, ensuring their campaigns reach real users in brand-safe environments. With this update, IAS now offers full coverage across all Snapchat ad formats and devices, from stories to AR lenses.

    “Advertisers want to reach Snapchatters through authentic, measurable campaigns,” said Snap Inc global director, Ad partnerships group Fintan Gillespie. “With Sponsored Snaps, we’re giving brands even more ways to connect, while ensuring trusted third-party verification through IAS.”

    IAS CEO Lisa Utzschneider added, “We’re committed to giving advertisers transparency wherever they spend. Expanding our partnership with Snapchat shows our shared focus on verification, brand protection and campaign performance.”

    IAS’ total media quality solution for Snap gives brands access to advanced metrics like Time-in-View, IVT rates, and brand suitability reports, all powered by machine learning that analyses image, audio and text frame by frame.

    Since joining forces in 2018, IAS and Snap have steadily widened their measurement suite, from viewability and invalid traffic tracking to brand safety and attention measurement. This latest update cements their collaboration as a gold standard for accountable, engaging advertising in the social space.

     

  • IAS launches AI-driven brand safety for Meta Threads

    IAS launches AI-driven brand safety for Meta Threads

    MUMBAI: Integral Ad Science (IAS), the global ad verification powerhouse, has stitched together a new layer of protection for advertisers by launching AI-driven brand safety and suitability measurement on Meta’s fast-growing platform, Threads. The move marks the first time advertisers get third-party, independent brand safety checks on Threads, giving marketers peace of mind as they scroll through their media plans.

    Backed by its clever total media quality (TMQ) tech, IAS isn’t just skimming the surface. It’s digging deep into video, audio, images and text, frame by frame, to give advertisers crystal-clear content analysis at scale. So, whether a post has a cheeky meme, a trending video or a suspicious-sounding voiceover, IAS’s AI is watching (and listening).

    “IAS’s AI-driven content-level analysis enables advertisers to drive performance and confidently scale their investments with trusted, third-party, independent measurement,” said IAS CEO Lisa Utzschneider. “We continue to innovate and deepen our relationships with global partners like Meta to provide end-to-end campaign support for advertisers across every screen and channel.”

    Threads isn’t just another platform in the Meta empire, it’s a rising star, now boasting over 400 million monthly active users globally as of August 2025. With this new IAS integration, advertisers can finally breathe easy as their campaigns reach wider audiences. The new solution offers third-party validation to ensure ads appear next to safe and suitable content on Threads, with detailed content-level insights available through the IAS Signal dashboard. Advertisers can access industry-aligned classification across risk categories, customise suitability preferences, and assess the performance of Meta inventory filters. Uniquely, IAS’s multimedia tech analyses content at the frame-by-frame level, blending video, image, audio, and text signals, making its classification impressively precise. Even better, it works across 34 languages, giving brands truly global peace of mind.

    IAS and Meta have been on a bit of a roll lately. This Threads launch follows a string of brand safety milestones, including content block lists introduced in October 2024 and misinformation safeguards rolled out across Facebook and Instagram earlier this year.

     

  • Samsung and Publica fast-forward their FAST alliance

    Samsung and Publica fast-forward their FAST alliance

    MUMBAI: Now that’s what you call prime-time chemistry. Samsung Ads and Publica by IAS have renewed their multi-year global partnership, promising to make connected TV (CTV) ad breaks as smooth as the shows themselves.

    Announced in New Delhi on 1 October, the deal sees Samsung Ads lean on Publica’s award-winning ad server and unified auction tech to boost revenue while keeping viewers glued to seamless, TV-like ad experiences.

    Samsung TV Plus, the company’s free ad-supported streaming service, already beams out more than 3,500 channels worldwide, more than any other major FAST (Free Ad-Supported TV) platform, and reaches a staggering 88 million monthly users. With Publica’s technology under the hood, Samsung Ads aims to give brands precision targeting and advertisers first dibs on prime ad slots, without compromising on the viewer experience.

    “Publica’s platform has helped us become the industry’s leading FAST service,” said Samsung Ads head of channel sales Joe Melaragno. “This next phase deepens our ability to deliver more high-quality content while maximising value for advertisers.”

    Publica CRO Cameron Miille added, “Our solutions ensure Samsung Ads can curate exceptional CTV ad breaks as their audience continues to grow.”

    From pod exclusivity to smarter auctions, the partnership is designed to make ads feel less like interruptions and more like part of the show, a win for both brands and binge-watchers.

  • Brands navigate trust, AI and culture to thrive in today’s media landscape

    Brands navigate trust, AI and culture to thrive in today’s media landscape

    MUMBAI: If marketing is war, then the battlefield is shifting from loud campaigns to sharper trust-building, from chasing clicks to curating culture. That was the resounding theme at the session “Driving Performance and Brand Reputation in a Dynamic Media Landscape” at the 3rd India Brand Summit 2025, where five marketing heavyweights unpacked what it takes to stay relevant when algorithms, attention spans, and authenticity collide.

    On stage were Harshita Hemnani (Bharti AXA Life Insurance), Argho Bhattacharya (Payu), Sayantani Das (Jumboking Burgers), Ritu Mittal (Bayer South Asia), and Anita Subramanian (JLL), with Abhishek Pujar of IAS steering the discussion.

    The conversation quickly zoomed in on artificial intelligence not as a futuristic buzzword but as an everyday reality. Mittal argued, “AI-generated content is a broad term not all of it is bad. If brands use AI to scale authentic storytelling and create contextual variations, it’s a powerful ally. But when AI content becomes clutter or poor quality, that’s when reputations get dented.”

    Das agreed that authenticity must rule over noise. “The brand will win not by shouting the loudest, but by being contextual and authentic,” she said, pointing out how creative variations and asymmetric segmentation now matter more than ever in cutting through digital saturation.

    Culture, too, emerged as a defining battleground. “You can’t drop a generic festive message and expect it to resonate,” said Hemnani. “Brands need to mirror the cultural mood whether it’s Diwali, Pongal or Christmas and be seen in environments reflecting joy, togetherness, and Indianness.”

    For Subramanian, real estate marketing offers lessons in nuance: “Trust is everything. Technology can scale, but human-led experiences are irreplaceable. That’s where AI works best augmenting, not replacing, authenticity.” She highlighted how launches today are often creator-led, citing international examples where communities turn content into commerce.

    Bhattacharya, from PayU, brought in the customer lens. “Consumers don’t care about brands, they care about what you can do for them. Value is the keyword, whether it’s price, quality, or convenience. Festivals amplify this tendency to spend, but the trick is to stay transparent, relevant, and valuable.”

    When the debate turned to balancing short-term performance with long-term reputation, the panel agreed there’s no either/or. “It’s not performance versus brand anymore, it’s about balance,” said Mittal. “Whether that’s 70-30 or 50-50 depends on your category and consumer priorities, but both are critical for sustainable growth.”

    Looking ahead, panellists predicted disruption from agentic AI, niche AI tools for smaller cohorts, and experience-driven marketing that fuses data with human insight. As Mittal summed up: “Responsible AI, trust, and personalisation will define the winners. In the long run, transparency and authenticity will separate brands that thrive from those that fade.”

    With over 300 delegates in attendance, the session reinforced a striking truth: in an era where algorithms increasingly decide visibility, the ultimate differentiator remains deeply human trust, culture, and value.

  • Ad green: IAS and Good-Loop take carbon out of the digital equation

    Ad green: IAS and Good-Loop take carbon out of the digital equation

    MUMBAI: Less hot air, more clean air. That’s the promise as Integral Ad Science (IAS) teams up with Good-Loop to help advertisers track and shrink their digital carbon footprint, without the added cost.

    Fresh from the launch of the ‘Global media sustainability framework’ at Cannes, IAS has now rolled out advanced emissions measurement across every ad impression on the open internet. The move means advertisers can monitor, manage, and meaningfully reduce the environmental impact of their digital campaigns, all while still ticking the usual boxes for viewability, fraud prevention, and brand safety.

    Good-Loop, a B corp on a mission to make advertising climate-friendly, has already been powering IAS’s emissions measurement for three years. The collaboration now goes mainstream, offering advertisers across the globe a chance to see exactly how green, or not, their media buying really is.

    Good-Loop’s Founder & CEO, Amy Williams put it plainly “We now know, in no uncertain terms, the environmental impact that media buying has, and it’s time to take this information into the mainstream, to change our industry for the better.”

    IAS, CEO, Lisa Utzschneider added: “Sustainability in advertising requires more than promises, it needs accountability. Every impression we measure will now come with data on its carbon impact.”

    With new carbon legislation around the corner and sustainability pledges stacking up, the move sets a precedent: carbon counts as much as clicks. And as the industry warms to greener metrics, IAS and Good-Loop’s initiative could help cool things down for the planet.

  • MilliporeSigma partners with IAS to drive strong programmatic outcomes

    MilliporeSigma partners with IAS to drive strong programmatic outcomes

    MUMBAI: Integral Ad Science (IAS) has launched an insightful case study in collaboration with MilliporeSigma, the life science business of Merck KGaA, Darmstadt, Germany. The study aimed to demonstrate the effectiveness of IAS’s Total Visibility solution in driving quality path optimisation (QPO) for MilliporeSigma by unlocking premium-quality media, maximising performance, and lowering costs in near real time across programmatic buys.

    MilliporeSigma sought to optimise media quality metrics, including brand safety and viewability, to achieve superior campaign outcomes. However, a lack of transparency into where the impressions were served posed a significant challenge in making informed decisions and driving campaign effectiveness.

    By leveraging IAS’s post-bid media measurement and its Total Visibility  solution, MilliporeSigma achieved holistic financial transparency across its programmatic supply path. It pinpoints exactly where dollars were going and how much of it was being lost to fraud, unsafe brand environments, and unviewable inventory. Through continuous optimisation of domains and placements, MilliporeSigma strategically redirected investments toward high-performing signals, enhanced brand safety, and reduced low-quality impressions, all while aligning with evolving benchmarks and standards.

    The campaign launched in May 2024 across channels including desktop, display, tablet, video, and phone:

    Results:

       53 per cent improvement in Quality Impressions

       59 per cent improvement in Viewability

    Quality Impressions

    After the campaign ended, we noted a significant improvement in viewability, traffic quality, and cost-effectiveness. Merck Group, paid media lead, digital marketing, Saurav Kumar said, “ I’d like to extend sincere thanks to IAS for their exceptional support and collaboration in helping MilliporeSigma to improve the viewability rate from 50 per cent to an impressive 75 per cent, surpassing the global benchmark. Using Total Visibility  has been a game changer that helped increase the Quality Impressions by a massive 53 per cent.  This achievement results from IAS’s proactive insights, continuous optimisation recommendations, and a seamless partnership throughout the process. The team’s responsiveness and strategic guidance were key in reaching this milestone. We truly appreciate the commitment to excellence and look forward to continuing this successful collaboration”.

    “As programmatic adoption accelerates, brands that prioritise high-quality, viewable, and brand-safe environments along the supply chain are poised to stand out. It brings greater transparency, efficiency, and control to their media buys, while reducing waste and safeguarding brand equity. The IAS and MilliporeSigma collaboration showcases how advanced measurement solutions significantly enhances media performance and deliver meaningful outcomes,” said IAS country manager of India, Saurabh Khattar. 

  • IAS collaborates with Microsoft Advertising to provide third-party measurement for advertisers

    IAS collaborates with Microsoft Advertising to provide third-party measurement for advertisers

    Mumbai: Integral Ad Science (Nasdaq: IAS), a leading global media measurement and optimization platform, today announced it is expanding its collaboration with Microsoft Advertising to provide post-bid third-party brand safety and suitability, viewability, and invalid traffic measurement across Microsoft’s advertiser solutions, including the Microsoft Advertising Platform and Microsoft Invest, which means for the first time, advertisers can benefit from verification reporting on Microsoft’s proprietary audience data, including in-market audiences.

    This expanded collaboration will provide advertisers with deeper insights into how they can drive engagement with verified users and run adjacent to brand safe and suitable content through IAS Signal, allowing customers to verify media quality via IAS’s metrics using its unified view of their global campaigns.

    “With this first-to-market collaboration, IAS and Microsoft Advertising are driving greater value for our mutual advertising customers, bringing actionable data through independent verification that delivers real outcomes for advertisers,” said IAS CEO Lisa Utzschneider. “Using IAS’s differentiated data, advertisers can have confidence they are driving results, reaching real people, and protecting their brand equity to maximize campaign performance.”

    Advertisers can now leverage IAS’s powerful measurement solutions to determine the impact of their native, video, display and CTV campaigns across the Microsoft Advertising ecosystem, which includes all Microsoft owned and operated inventory and direct partnerships.

    Via the Microsoft Advertising Platform, an easy-to-use online advertising platform, businesses of all sizes can tap into Audience ads, such as display, native, and video across Microsoft owned and operated sites like MSN, Outlook, Bing, Microsoft 365, and Microsoft Casual Games, as well as trusted third-party publishers like The New York Times, Wall Street Journal, Buzzfeed, and more. Audience ads make it easy to reach your ideal audience in beautiful placements across the web using Microsoft AI.

    Via Microsoft Invest, an enterprise-level, omnichannel DSP, advertisers can access expansive and exclusive CTV publisher supply to reach audiences and drive business results on all screens programmatically. With an integrated platform advantage and a focus on data-driven performance, Microsoft Invest offers flexible ways to transact through outcome-based buying, programmatic guaranteed, and market-leading deal curation capabilities.

    Additionally, with Microsoft’s proprietary audiences now available in Microsoft Invest, advertisers can reach over 1 billion users programmatically, including millions they may not be reaching anywhere else, tapping into the power of search intent signals and rich user profiles from unique data sources to improve the performance of their campaigns.

    “We’re pleased to extend our collaboration with IAS to include new measurement capabilities for our customers. IAS’s technology brings new levels of insights to Microsoft’s audiences across the Microsoft Advertising ecosystem to build on and enhance our offering, as well as reaffirm our long-term commitment to protecting advertisers’ investments and brand,” said Microsoft Advertising corporate vice president Kya Sainsbury-Carter.

    In 2020, IAS was selected to be the first platform-wide partner to provide brand safety across the Microsoft Advertising Network, exclusively providing pre-bid brand safety for native ads across desktop and mobile web.

  • IAS integrates with Roblox for 3D immersive measurement

    IAS integrates with Roblox for 3D immersive measurement

    Mumbai: Integral Ad Science (Nasdaq: IAS), a global media measurement and optimization platform, announced a first-to-market integration with Roblox, a global immersive platform for connection and communication. Available for advertising campaigns on Roblox later this year, IAS’s Viewability and Invalid Traffic (IVT) Measurement products will provide advertisers increased transparency into the quality of their Immersive Ads within complex 3D environments.

    Roblox, which has more than 71.5 million daily users as of Q4 2023, announced today its video ads are now available to all advertisers, enabling them to reach its community of users ages 13 and over at scale. With video ads, brands don’t need to build custom 3D content and can use their existing video creatives for ad campaigns on Roblox. The new video ad format joins the broader suite of Roblox’s Immersive Ads offerings that include other formats — for example, billboard-style image ads. Advertisers will be able to confidently reach their audience across immersive environments on Roblox with IAS’s 3D in-experience Viewability and IVT Measurement with reporting available through the IAS Signal platform.  

    “IAS is dedicated to supporting advertisers wherever they are, and that includes providing unique, effective ad measurement solutions across emerging mediums such as immersive 3D

    environments,” said IAS, CEO Lisa Utzschneider. “Our partnership with Roblox makes us the first measurement provider to bring enhanced visibility and transparency to the world of 3D immersive experiences on Roblox, giving advertisers the assurance they need that their ads are driving engagement and reaching real users.”

    IAS is launching new features and functionality for advertisers across Roblox later this year, including:

    1  Global 3D in-experience measurement coverage with advanced Viewability and Invalid Traffic metrics to give advertisers greater context on the performance of campaigns for a holistic view of media buys.

    2  Integration with Immersive Ads on Roblox, including image and video ad formats on mobile web and in-app.

    3  Trusted, third-party daily reporting through IAS Signal, the company’s unified reporting platform delivering data and insights advertisers need to easily manage their digital campaigns, with key metrics including Viewability, Time-in-View, Percent Completed, Invalid Traffic Rate, and more.

    “This partnership will help us develop industry-leading measurement tools to establish and maintain trust with our advertising partners,” said Allison McDuffee, global head of brand insights and measurement at Roblox. “We are committed to building measurement solutions alongside innovation in 3D immersive spaces together with partners like IAS.”

    In the recent study Converting Gamers to Consumers, IAS found that 69 per cent of gamers are open to non-disruptive in-game ads. This latest partnership with Roblox is another demonstration of IAS’s commitment to emerging mediums where advertisers are looking to engage with consumers. 

  • IAS integrates with Roblox for 3D immersive measurement

    IAS integrates with Roblox for 3D immersive measurement

    Mumbai: Integral Ad Science (Nasdaq: IAS), a global media measurement and optimization platform, announced a first-to-market integration with Roblox, a global immersive platform for connection and communication. Available for advertising campaigns on Roblox later this year, IAS’s Viewability and Invalid Traffic (IVT) Measurement products will provide advertisers increased transparency into the quality of their Immersive Ads within complex 3D environments.

    Roblox, which has more than 71.5 million daily users as of Q4 2023, announced today its video ads are now available to all advertisers, enabling them to reach its community of users ages 13 and over at scale. With video ads, brands don’t need to build custom 3D content and can use their existing video creatives for ad campaigns on Roblox. The new video ad format joins the broader suite of Roblox’s Immersive Ads offerings that include other formats — for example, billboard-style image ads. Advertisers will be able to confidently reach their audience across immersive environments on Roblox with IAS’s 3D in-experience Viewability and IVT Measurement with reporting available through the IAS Signal platform.  

    “IAS is dedicated to supporting advertisers wherever they are, and that includes providing unique, effective ad measurement solutions across emerging mediums such as immersive 3D

    environments,” said IAS, CEO Lisa Utzschneider. “Our partnership with Roblox makes us the first measurement provider to bring enhanced visibility and transparency to the world of 3D immersive experiences on Roblox, giving advertisers the assurance they need that their ads are driving engagement and reaching real users.”

    IAS is launching new features and functionality for advertisers across Roblox later this year, including:

    1  Global 3D in-experience measurement coverage with advanced Viewability and Invalid Traffic metrics to give advertisers greater context on the performance of campaigns for a holistic view of media buys.

    2  Integration with Immersive Ads on Roblox, including image and video ad formats on mobile web and in-app.

    3  Trusted, third-party daily reporting through IAS Signal, the company’s unified reporting platform delivering data and insights advertisers need to easily manage their digital campaigns, with key metrics including Viewability, Time-in-View, Percent Completed, Invalid Traffic Rate, and more.

    “This partnership will help us develop industry-leading measurement tools to establish and maintain trust with our advertising partners,” said Allison McDuffee, global head of brand insights and measurement at Roblox. “We are committed to building measurement solutions alongside innovation in 3D immersive spaces together with partners like IAS.”

    In the recent study Converting Gamers to Consumers, IAS found that 69 per cent of gamers are open to non-disruptive in-game ads. This latest partnership with Roblox is another demonstration of IAS’s commitment to emerging mediums where advertisers are looking to engage with consumers. 

  • IAS expands total media quality product to YouTube Shorts

    IAS expands total media quality product to YouTube Shorts

    Mumbai: Integral Ad Science (Nasdaq: IAS) a global media measurement and optimization platform announced an expansion of its measurement capabilities on YouTube. IAS will now offer its industry brand safety and suitability measurement product to advertisers for YouTube Shorts inventory, as part of its existing total media quality for YouTube product suite.

    YouTube Shorts is one of the short-form video platforms in the world and is growing rapidly with more than 2 billion users and over 70 billion views daily.

    IAS will now provide additional valuable third-party assurance for brands that their video ads running on YouTube Shorts are appearing in brand safe and suitable content with video-level transparency as defined by the Global Alliance for Responsible Media (GARM) framework and adjacency standards. With total media quality for YouTube, advertisers can view brand safety and suitability metrics for impressions served on YouTube shorts, in addition to viewability and invalid traffic measurement, globally across more than 30 languages.

    As part of its brand safety and suitability measurement, IAS also now offers an analytics dashboard for advertisers on YouTube to analyse brand safety and suitability trends with charts and create a custom suitability profile.

    IAS CEO Lisa Utzschneider said “Since IAS launched total media quality for YouTube earlier this year, we’ve been able to provide new levels of insight into video content for advertisers through our advanced AI-driven technology and expanded reporting capabilities, with this expansion of our measurement capabilities on YouTube, we can bring marketers the most actionable data to maximize their safety on YouTube shorts inventory – one of the fastest growing video formats in digital advertising.”