Brand Safety & Suitability Archives - Integral Ad Science

IAS’s Commitment to Media Quality

IAS Team — Wed, 07 Aug 2024 22:48:18 +0000

An Update for Customers and Partners Following a Recent Adalytics Report

This update addresses a recent report by a third-party who inaccurately represented our technology.

At IAS, we are driven by a singular mission: to be the global benchmark for trust and transparency in digital media quality.

We are committed to media measurement and optimization excellence, and are constantly innovating to exceed the high standards that our customers and partners deserve as they maximize ROI and protect brand equity across digital channels.

Flawed Methodology Leads to Inaccurate Conclusions

IAS did not have the opportunity to review the full report ahead of publication. After reviewing the report in its entirety, it is clear Adalytics’ methodology omitted important details about IAS’s technology and nuances of our customers’ brand safety and suitability settings. In addition, they did not provide transparency on the timeframe of the study or their data sample set.

No Consideration for Measurement (Post-Bid) and Optimization (Pre-Bid) Settings

The report makes false claims and assumes that if an IAS script is seen on a page, then IAS should be blocking or preventing ads from delivering. Relying on an IAS script alone does not take into account the advertisers’ brand safety and suitability settings, which could include monitoring tags, blocking tags, or pre-bid offerings that prevent ad delivery.

In addition, Adalytics does not have visibility into settings for content allow/block lists, which advertisers use to align media spend to their brand safety objectives. Some customers use our post-bid blocking services, while others use monitoring. With blocking, if a page is flagged as unsuitable based on the client’s settings, the ad is blocked. With monitoring, the ad is delivered regardless of the page’s status, and any issues are reported.

Incomplete Code Analysis

The report is conflating IAS code used for publisher solutions and code used for advertiser solutions. We’ve verified that almost all of the tags in the screenshots are from our publisher solutions. Adalytics either missed this distinction or ignored it and didn’t seek clarification from IAS. Consequently, many examples of ads connected to IAS code in the report are inaccurate.

The code analysis conducted by Adalytics is not representative of the full suite of tools IAS provides to advertisers and publishers with multiple layers of brand safety and suitability measurement and protection. The examples shared only represent one part of our brand safety and suitability solution. Another flaw in the report shows IAS tags on a page that do not correspond to a final decision for the creative being displayed.

Our Commitment to Innovation

We’re committed to helping our customers safeguard and scale their brands, and we remain focused on delivering the industry’s most trusted and transparent measurement and optimization solutions. We will continue to provide the highest quality of service to our customers.

We recognize that all brands are unique and that the definition of safety and suitability is driven by a brand’s values and goals. IAS does not simply provide a binary (on-off) brand safety solution; we offer multiple and unique programmatic solutions that improve advertisers’ ability to detect and avoid unsafe and unsuitable content. This includes fraud, viewability, and brand safety measurement along with optimization tools including IAS Context Control and IAS Quality Sync.

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End-to-End Ad Measurement is Super Valuable — Here’s Why

IAS Team — Wed, 17 Jul 2024 10:00:00 +0000

It’s no secret that measurement is a crucial component of successful advertising campaigns. Advertisers and publishers alike have been measuring digital impressions for decades. But ad measurement has evolved significantly since its inception, and impressions aren’t the only metric that matter anymore.

So how comprehensive and actionable is the measurement you’re relying on today?

The right measurement tactics enable you to ensure greater brand protection and impact on valuable media inventory — especially in environments like the open web, where your display and video campaigns are highly visible. In this blog post, we’ll explore why end-to-end ad measurement is invaluable and how it can transform your advertising strategy.

The key ingredients of end-to-end ad measurement

Despite its simplicity in nature, end-to-end ad measurement on the open web can get complicated fast. The advertising ecosystem is complex and busy, with consumers tuning in every day to different formats via multiple streaming platforms, and often in very different contexts. To navigate this complexity, end-to-end measurement must cover several key areas.

Viewability

For advertising to make an impact, it has to be viewed —not just served. Ensuring that your digital ads have the opportunity to be seen by consumers, wherever they are, is critical. All digital ads — desktop, mobile, in-app, browser, display, video — have unique requirements that need to be met when measuring for viewability.

As advertising becomes more sophisticated, brands want to not only prove ROI but also transact on viewability, and that’s why it’s more important than ever to have full-flight data on whether or not an ad was seen. IAS provides coverage for display and video placements across desktop, mobile web, and mobile app, and provides actionable data that reports viewability, fraud, and overall user experience.

Measuring viewability is paramount, so IAS ensures it doesn’t come at the cost of efficiency. We deliver the same set of data to both buyers and sellers so that no time is wasted on reconciliation. Additionally, our predictive data makes it possible for brands to target the most viewable ads available, all before ever placing a bid. Our pre-bid video and display viewability segments are easily accessible within the world’s largest demand-side platforms.

Ad Fraud

There are more than 5.35 billion internet users worldwide using the internet everyday. But unfortunately, sometimes digital ads are delivered to anything but a real person.

Advertising fraud is a persistent threat in the digital space, draining resources and diminishing campaign effectiveness. According to our 19th Edition Media Quality Report, campaigns that are not optimized for fraud tended to encounter levels of fraud up to 14 times higher than those optimized against ad fraud. In fact, 8.4% of non-optimized ad campaign impressions were served to anything but a real human in the second half of 2023.

End-to-end ad fraud measurement can significantly increase transparency to help identify fraudulent inventory. By leveraging ad fraud metrics, marketers can measure the amount of activity their ads are generating from fraudsters, and subsequently use this data to optimize ad spend toward real users via IAS pre-bid solutions. Access to actionable invalid traffic data throughout the entire campaign is key to effectively allocating ad spend and confidently ensuring your ads have an opportunity to reach real users and make an impact.

Brand Safety and Suitability

Brand safety must go beyond the binary. Black and white brand safety and suitability measurement can unnecessarily limit scale and doesn’t give the context marketers need to understand the effectiveness of their ads.

That’s why it’s critical for marketers to build on the power of brand safety with the innovation of suitability. IAS contextual targeting technology reviews all elements on a given page and takes additional steps beyond URL analysis to understand the meaning of the content. Before a bid is even placed, IAS’s predictive science pre-screens pages to filter out content that isn’t suitable for a given brand. Only IAS gets to the true meaning of the content, so marketers can ensure they’re aligning campaigns with consumers who will connect the most with their brand.

End-to-end brand safety and suitability measurement and protection gives marketers the most accurate picture of the content near their ads, and provides brands with the opportunity to safeguard without limiting scale.

4 steps to improve your brand’s performance on the open web

Leverage measurement partners who follow industry standards for viewability
Keep up with benchmarks for viewability, invalid traffic, and brand safety and suitability
Employ AI-powered prevention solutions for invalid traffic and brand safety and suitability to ensure your ads are seen by real people in the right context
Reallocate ad spend based on viewability, invalid traffic, and brand safety and suitability data

Drive superior results today with IAS

By incorporating end-to-end measurement into your digital advertising strategy, you can protect your brand, optimize your ad spend, and achieve superior results. Reach out to an IAS representative today to learn how we can help you harness the full potential of your advertising campaigns.

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Effectively Validate Media Quality Across the Microsoft Advertising Network

IAS Team — Tue, 25 Jun 2024 12:00:00 +0000

Safeguard and scale with Viewabilty, Invalid Traffic, and Brand Safety & Suitability Measurement across Microsoft

Delivering your ads to the right places and driving impact to the right audience has never been easy — until now. Starting today, IAS and Microsoft are joining forces to provide new levels of transparency into ad performance across the Microsoft Advertising Network including Audience Ads and Microsoft Invest.*

Through this expanded collaboration, you can access Viewability, Invalid Traffic, and Brand Safety & Suitability measurement to ensure that your Microsoft ads are running adjacent to brand safe and suitable content and engaging users.

With IAS's Microsoft Advertising Network Measurement, you can:

Validate your campaigns with measurement using trusted third-party reporting and analysis for Audience Ads
Access actionable insights such as viewability, time in view, % completed, invalid traffic rate, and brand safety pass and fail rate
See a holistic view of performance across desktop, mobile web, and in-app for display, video, native, and CTV campaigns

Effectively validate your media quality and maximize engagement with real users across the Microsoft Advertising Network. To get started, download the one sheet and reach out to an IAS representative.

*Powered by Xandr

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Safeguard & Scale Your Business Across Snap

IAS Team — Mon, 17 Jun 2024 13:05:52 +0000

AI-driven Brand Safety & Suitability measurement is now available on Snap

IAS has partnered with Snap for first-to-market, Global Alliance for Responsible Media (GARM)-aligned Brand Safety & Suitability measurement, as part of Total Media Quality for Snap. With Total Media Quality for Snap, you get Viewability, Invalid Traffic, and Brand Safety and Suitability measurement to ensure your media is appearing next to content that truly aligns with your brand’s goals and objectives.

In addition, we’re also expanding coverage of Viewability and Invalid Traffic measurement to AR Lenses and Filter, as well as Discover Feed Story Ads Tiles on Snap.

With Total Media Quality for Snap, you get:

Transparency to validate content adjacency with trusted third-party analysis, aligned to the GARM Framework and inclusive of Misinformation
Best-in-class Multimedia technology that utilizes AI for frame-by-frame analysis, combining image, audio, and text signals to accurately classify content on Snap at scale
Holistic global coverage with 90+ languages supported across video and display campaigns

Protect your brand to safeguard and scale on Snap. Access the one sheet and reach out to an IAS representative to get started.

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IAS Brand Safety and Suitability Measurement Now Available for Performance Max and Demand Gen Campaigns

IAS Team — Mon, 17 Jun 2024 04:00:00 +0000

IAS Expands Brand Safety and Suitability Measurement for YouTube

Performance Max is Google’s latest campaign type that allows advertisers to access all of their Google Ads inventory from a single campaign. Advertisers who adopt into Performance Max see an average increase of 27% more conversions or value at a similar CPA/ROAS, even when they’re already using broad match and Smart Bidding in their Search campaigns. (Source: Google Data, Global, Ads, October – November 2023.)

Demand Gen is a new Google ad solution that helps advertisers find and convert consumers with immersive, relevant, and visual creatives that grab attention and spur action in the right moment. Demand Gen reaches up to three billion users monthly, combining the best of Google and YouTube’s visual surfaces, powered by Google AI. (Source: Google Data, July 2023.)

Starting today, IAS is expanding our partnership with YouTube to bring Brand Safety and Suitability measurement to Performance Max and Demand Gen campaigns on Google Ads, as part of Total Media Quality for YouTube.

With this industry-leading product, IAS provides you with:

Valuable third-party verification that your ads running on Performance Max and Demand Gen appear alongside brand-safe and suitable content, aligned to the GARM framework*
Ability to accurately analyze brand suitability trends to make data-driven decisions
Comprehensive verification of YouTube content in over 30 languages

Performance Max helps you find more converting customers with a single, consolidated campaign. Through Performance Max, you don’t have to manage multiple campaigns to reach your goals — instead, you can promote across the Google Network in a single campaign.

Get the most actionable data to maximize your brand safety and suitability reporting for Performance Max and Demand Gen campaigns with Total Media Quality for YouTube.

To get started, simply follow your standard IAS campaign set up. Download the one sheet to learn more.

*Note: IAS Brand Safety & Suitability verification is inclusive of YouTube in-stream, YouTube Shorts, and Google Video Partners for Performance Max, and YouTube in-stream & Shorts inventory for Demand Gen.

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Total Media Quality Now Live on Pinterest

IAS Team — Thu, 13 Jun 2024 11:00:00 +0000

Safeguard and scale your brand with Brand Safety measurement on Pinterest

As users pin their picture-perfect boards, marketers prioritize picture-perfect ad placements. Platforms like Pinterest are a staple for consumers, and it’s critical that marketers are engaging real users in a brand suitable environment.

Starting today, IAS and Pinterest have joined forces to provide Brand Safety measurement aligned to the GARM framework, as part of Total Media Quality for Pinterest. Powered by IAS’s AI-driven Multimedia Technology, our measurement utilizes machine learning for frame-by-frame analysis, combining image, audio, and text signals to accurately classify pins at scale.

With Total Media Quality for Pinterest, you get:

Comprehensive reporting across Viewability, Invalid Traffic, and Brand Safety Measurement aligned to the GARM Floor (Suitability coming soon aligned to low-high risk levels)
AI-driven Multimedia technology, combining image, audio, and text to accurately classify content in the in-app feed and at scale
Campaign-level insights inclusive of viewability rate, time-in-view, invalid traffic rate and brand safety pass rates to keep your brand safe
Global availability in 40+ languages for comprehensive third-party measurement

Safeguard and scale on Pinterest today with Brand Safety measurement live today, and Suitability to come soon. Access the one sheet and reach out to an IAS representative to get started today.

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How Brand Risk Fluctuates Surrounding Political Events

IAS Team — Tue, 14 May 2024 11:59:02 +0000

Though November 5 is months away, the 2024 United States presidential election cycle and surrounding news coverage has already begun. With more than 15 states holding primary elections on March 5, Super Tuesday provided an early opportunity to explore digital advertising opportunities and risks that the industry may face throughout this election year.

The IAS Election Lab examined traffic volume for high risk political content surrounding these primaries, including controversial political party content and news-related misinformation, and investigated how ad adjacency to this content impacts business results for advertisers.

Negative political party traffic rose around Super Tuesday and other politically-related events

Advertising adjacent to negative news or sentiments surrounding Democratic or Republican political parties is a growing risk for brands. So how is negative sentiment defined?

Sentiment refers to whether an article conveys a positive, neutral, or negative tone to the consumer reading it
“Negative” sentiment means a page conveys a negative tone, but does not indicate if the page is brand safe

After tracking the volume of negative sentiment political party impression traffic throughout Q1 2024, the IAS Election Lab found that traffic spiked in tandem with salient political events — including Super Tuesday.

The first spike in traffic volume (up to 0.26%) centered around February 19, more than doubling the Q1 baseline rate (0.12%) in the midst of high-profile civil fraud trials in New York. Around this time, there was a sharp increase in content that included negative sentiments toward both political parties — for example, stories that reported low opinions of the current president or stories that compared a previous president to authoritarian dictators.

A second spike in negative political party traffic volume occurred on March 5, also known as Super Tuesday — more than doubling the baseline rate up to .25%.

During the 2020 presidential election, IAS observed that more than three in four consumers believed online advertising would play an important role in determining the outcome of the election. Avoiding negative political party content and news-related misinformation surrounding elections is especially important for brands aiming to protect themselves from being seen as endorsing a specific political agenda, which could harm brand reputation.

News-related misinformation traffic also spiked around Super Tuesday

Misinformation is an ever-present concern in digital media, but high-profile election cycles can increase a brand’s risk of ad adjacency to misinformation. This year, 59% of media experts expect the U.S. presidential election to create additional advertising challenges surrounding misinformation and fake news.

News-related misinformation appears to rise in conjunction with high-profile news events. This year, traffic peaked two days before Super Tuesday, marking a threefold increase compared to the Q1 volume rate.

Since traffic to news-related misinformation is generally low (representing only 0.001% of all impressions served in Q1 2024), avoiding this content can protect advertisers from this high to medium risk content without hurting scale.

As IAS observed in 2022, brands can build consumer favorability and trust by detecting and avoiding placing ads adjacent to misinformation. Through IAS’s partnership with the Global Disinformation Index (GDI), advertisers can use IAS Brand Safety and Suitability capabilities across open web and social media to detect and avoid misinformation. And with tools like IAS Context Control Avoidance, advertisers can prevent ads from being placed alongside selected risky content while simultaneously protecting scale.

Contextual Avoidance Segments protect campaign results

Beyond protecting your brand, avoiding politically risky content can protect marketers’ bottom lines too. After all, consumers are less likely to engage with or purchase products from ads that are placed alongside misinformation or other risky content.

Using IAS data enriched with performance and cost metrics, we examined the impact of politically risky content on success rate (defined as clicks or conversions) and cost per conversion compared to overall impressions served in the U.S. during the week of Super Tuesday.

Ads adjacent to risky political party content had a 66% lower success rate and a 29% higher, or $0.82 increase, in cost per conversion. Similarly, ads adjacent to news-related misinformation had a 53% lower success rate and an 8% higher, or $0.23 increase, in cost per conversion.

How IAS can help

IAS offers Context Control Avoidance segments to help advertisers avoid placing their ads alongside negative or risky content beyond the GARM categories. Before a bid is placed, IAS’s predictive science pre-screens pages to filter out tailored content that isn’t suitable for your brand.

Contextual avoidance segments like “Politics-GOP,” “Politics-Democrat,” “Misinformation-News,” or other delicate subjects help marketers control where their brand is seen, which can be especially crucial with growing uncertainty of the upcoming election cycle. These avoidance segments protect brand safety without harming scale so you can continue to drive superior results throughout an election year and beyond.

In addition, we recently announced the expansion of our Brand Safety and Suitability Measurement capability to now include the Global Alliance for Responsible Media (GARM) category of misinformation for leading social platforms, like Meta. Advertisers can now review when their ads run alongside content on the subject of misinformation on the feed, in addition to open web.

For a step-by-step guide to scaling your brand in an election year, download your copy of the IAS Political Guide, and explore our IAS Election Lab for more insights.

The post How Brand Risk Fluctuates Surrounding Political Events appeared first on Integral Ad Science.

How Marketers Can Tackle Misinformation Across the Open Web & Social Media Channels with Industry-Leading Measurement

IAS Team — Fri, 10 May 2024 12:00:00 +0000

Why is everyone talking about misinformation?

Misinformation isn’t a new problem in media. Exaggerated and completely fabricated stories have existed for centuries. But this year, digital media experts named “ads delivering near misinformation” as their top concern.

So why is it such a hot topic right now?

We’re in the midst of a global election year, with voters in more than 60 countries heading to the polls in the coming months. Elections, and the flurry of news coverage they bring, lead to an influx of consumers spending more time with digital media. More consumers online means more opportunities for brands to be seen, but it’s crucial for brands to appear in the right places — after all, three-quarters of consumers say they feel less favorably toward brands that advertise on sites that spread misinformation.

Plus, the rise of generative AI in digital media has marketers worrying that it may play a hand in expediting the creation and dissemination of misinformation across the open web and social channels. In fact, some experts claim that as much as 90% of online content could be AI-generated by 2026.

Three major misinformation challenges

Misinformation has evolved over years. Today, marketers face three main challenges when it comes to misinformation on the open web and social media. These challenges exist in both generative AI and election-related content — and far beyond.

Fact checking: Fact checking has been a critical best practice in media for some time, and it’s more important than ever in the presence of increasing misinformation. But it requires effort and expertise from real humans, which can be time consuming and resource depleting when not accompanied by trained AI models.
Dynamic changes: Marketers are navigating new narratives that emerge every day across platforms. This revolving door of content can lead to reputation risk for brands if not monitored correctly and in real-time.
Nuanced classification: User-generated content (UGC) is incredibly nuanced. Given the range of content on the open web and social media — whether it be educational, comedic, sarcastic, or even violent — varied tone in UGC is a major challenge for marketers to accurately identify.

So how can advertisers overcome these challenges to detect and dodge misinformation with precision — and without limiting scale?

The importance of independent partnerships when tackling misinformation

One of the most critical components of misinformation measurement are the independent, third-party partnerships that set the parameters for what content is considered misinformation. Our misinformation capability on both the open web and social media is informed by the Global Alliance for Responsible Media (GARM), the Global Disinformation Index (GDI), and an international fact checking network that enables misinformation categorization at scale, aligned with GARM standards.

Since 2021, we’ve partnered with GDI to help brands avoid misinformation, ensuring journalistic integrity and reaffirming support for quality news sites. Once IAS assesses which sites have strong correlations to sources of misinformation, GDI then evaluates the page to determine if it qualifies as misinformation or not, according to their proprietary methodology. In addition, GDI shares their list of organically detected domains for inclusion in our misinformation measurement capability. This unique combination of AI and manual review allows IAS to protect advertisers from risky content at scale. Our partnership with GDI builds on IAS’s expertise in brand safety and suitability, allowing us to align with a trusted, transparent, and independent industry body to identify any domains associated with misinformation.

Our misinformation analysis methodology, which we apply across both open web and social media channels, was trained and re-trained with always-on third-party data, and continues to evolve to include viral misinformation narratives and claims — meaning our misinformation methodology is always up to date with the latest misinformation narratives in market. With all of these signals, it’s important to note that IAS remains a neutral party.

Detecting misinformation across the open web

The internet is a big place. We’re talking billions of pages big. Hundreds of thousands of URLs are created every day, meaning new sources of misinformation can pop up at any time. The sheer amount of URLs created daily coupled with the automated nature of programmatic advertising can make it challenging for brands to completely avoid appearing on sites that publish misinformation.

Misinformation measurement across the open web is vital for advertisers to understand if their brand is protected during an election season. Most misinformation measurement solutions, however, rely solely on human review of URL lists. The issue with that is clear — it’s simply impossible for humans to be the only source of misinformation detection and do so accurately.

The single most scalable and efficient way to identify misinformation on the open web is through a combination of AI, human, and independent, third-party review, and IAS’s misinformation measurement is the industry’s most scientific and scalable solution. Our enhanced misinformation detection leverages trusted and safe AI and goes far beyond human-only review to detect emerging threats by determining which sites have a strong correlation to other well known sources of misinformation. Plus, our partnerships with GARM and GDI allow for trusted, transparent misinformation categorization that continues to evolve to bring the most sophisticated brand safety and suitability capability to market.

And we don’t stop there.

Identifying misinformation across social platforms

Social media is also at the forefront of advertisers’ minds as we approach global elections — and understandably so. With tens of thousands of thoughts, photos, and videos making their way to social media every second, it’s incredibly difficult for brands to gauge what their ads will show up next to.

Advertisers should look to independent solutions that help cut through the abundance of content and variability of social media. Without knowing where they’re appearing on the feed, brands risk appearing near content that spreads false narratives and masquerades fabricated content as real news.

IAS’s Brand Safety and Suitability measurement is the most effective way for advertisers to safeguard and scale their brand on social media during a major election year. Powered by AI-driven Multimedia Technology,* our solutions use frame-by-frame video analysis and speech-to-text conversion to analyze thousands of signals per video and identify misinformation with accuracy. IAS’s misinformation methodology has the advantage our 3+ years of experience analyzing open web misinformation data. This extensive training allows IAS to analyze the tone of content with precision — whether it be satire, sarcasm, educational, or fear-mongering — for the most accurate categorization of misinformation on the feed.

Our Brand Safety and Suitability measurement product includes the GARM 12th category for misinformation on select platforms and is consistent with the GARM Framework. With third-party transparency into ad adjacency, advertisers can now measure and take steps to avoid running alongside misinformation. Combining our Multimedia Technology with trusted third-party misinformation assessment providers creates a market-leading misinformation methodology that more accurately identifies misinformation at scale.

How can misinformation be avoided?

Advertisers have traditionally turned to keyword blocking in an attempt to avoid appearing near words and phrases that don’t align with their brand — but this outdated approach doesn’t cut it anymore.

Keyword blocking doesn’t take into account the context, sentiment, or emotion of a given webpage. Without an understanding of the true intention behind a piece of content, brands miss out on reach and block diverse content, diverse content creators, or other information that consumers seek out.

While measurement gives transparency needed to detect misinformation, advertisers can go even further to avoid misinformation with more accuracy and scalability than keyword blocking. Products like IAS’s Context Control Avoidance helps advertisers actively avoid sources of and topics about misinformation on the open web while still providing the opportunity for expanded reach. Context Control Avoidance technology leverages IAS’s semantic intelligence engine, which advertisers can then use to exclude not only the sources identified as misinformation, but all content relating to misinformation, fake news, and conspiracy theories.

Only IAS offers the ability to choose from GARM-defined risk levels and media types, like entertainment, politics, news, and more, to give advertisers a tailored approach to avoiding harmful misinformation that still allows for scale and support for quality journalism.

Additionally, Brand Safety and Suitability measurement through our flagship Total Media Quality product suite on social platforms can inform advertisers’ suitability strategies. While the approach varies by platform due to tools available, brands can identify trends and optimize away from misinformation with granular reporting insights.

Here’s how brands can avoid misinformation as a result of misinformation measurement on social:

Shift media budgets: Test shifting budgets from placements where misinformation may be more present and measure the impacts.
First-party tools: Where available, consider activating platform first-party tools to avoid certain GARM risk levels, inclusive of misinformation, and monitor performance to ensure brand safety and suitability performs as expected.
Third-party optimization products: On select platforms, consider Brand Safety Exclusion or Block Lists, which offer protection to avoid running ads next to unsuitable content or publishers.

And we offer brands a number of methods to avoid misinformation on open web:

IAS Brand Safety: Automatically avoid misinformation through IAS’s partnership with the GDI by simply setting your risk threshold to moderate or stricter, for our standard Offensive Language & Controversial Content category. We recommend that clients only interested in avoiding sources of misinformation activate via brand safety.
IAS Context Control: IAS Context Control misinformation segments are ideal for advertisers who wish to extend protection beyond just sources of misinformation and include protection for topics related to misinformation. With Context Control, you have more granularity, as we have seven different segments available depending on your risk threshold and content types (such as news, entertainment, and video gaming), all aligned to the GARM framework.

Taking action on misinformation today

Advertisers will always want to avoid misinformation — but not all methods of doing so are created equal. An overly risk-averse approach, like stopping ad spend in news, prevents your brand from appearing in highly scalable contexts and hurts quality journalism. A strategic and thoughtful approach to avoiding misinformation allows brands to scale confidently on channels where it matters most this election season.

Here are the three key ways IAS gives you the most comprehensive and accurate approach to detecting and avoiding misinformation:

We’re everywhere: Our misinformation capability is built to scale across channels. Starting with open web and social, our model is engineered to rapidly expand soon to CTV and other emerging channels.
We’re more accurate: Our trusted AI-driven frame-by-frame analysis delivers up to 74% more accurate brand suitability reporting across social media platforms vs. limited sample frame analysis across GARM categories.
We partner with independent networks: We leverage a network of third-party service providers and fact checking agencies from around the world, including human fact checkers.

A comprehensive solution that protects all ends of the digital ad cycle is critical. End-to-end, AI-driven measurement coupled with optimization solutions that are tailored to each brand’s respective needs are key to detecting and avoiding misinformation on the internet’s most prolific and unpredictable environments. Ensure you’re choosing a partner who can safeguard and scale your brand — and stay away from point solutions who can’t cover open web or provide limited misinformation capabilities:

You can avoid misinformation, protect your brand, and continue to scale this election season. Keep reading about how IAS helps you avoid misinformation, and reach out to an IAS representative today to get started.

*Methodology may vary by platform.

The post How Marketers Can Tackle Misinformation Across the Open Web & Social Media Channels with Industry-Leading Measurement appeared first on Integral Ad Science.

Media Quality Report: 19th Edition

IAS Team — Tue, 07 May 2024 12:00:00 +0000

Industry-leading benchmarks for superior media quality

The digital landscape continues to evolve at a rapid rate, offering marketers endless opportunities for innovation. But in an era where change is the only constant, it’s critical for marketers to know if their campaigns are keeping up with the pace of digital media.

The 19th edition of the Media Quality Report (MQR) is here to serve as a trustworthy tool for marketers worldwide to benchmark campaign success. This year’s report offers marketers an in-depth look into global media quality data, key trends shaping the digital landscape in 2024, and country-level metrics for a more enriched way to make data-driven decisions.

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

Fraud rates for unprotected campaigns were 14x higher than campaigns protected against fraud
Time-in-view hit a new low in H2 2023
Brand risk rose in the Americas as election cycles began

As the gold standard in digital media quality, the MQR arms marketers with actionable insights that are key to forging an innovative, impactful, and safer digital future.

Download the report today to access IAS’s industry-leading global benchmarks and drive superior results.

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Drive Superior Results this Election Season

IAS Team — Fri, 19 Apr 2024 11:30:00 +0000

Six steps marketers can take to safeguard and scale their brand in an election year

Political ad spend is projected to surpass $10 billion and shatter historical records by the end of the 2024 election cycle. As challenges like brand risk and misinformation become amplified in an election year, marketers need sophisticated technology to confidently cut through the noise and reach their ideal consumers while staying brand-safe.

The IAS Political Guide deep dives into six actionable steps marketers can take to ensure brand protection, support quality journalism, and drive superior results this election season. With IAS Measurement & Optimization solutions, you can expect:

Brand-specific protection with curated contextual avoidance down to the sentiment & emotion level
Contextual targeting to reach your audiences with curated segments for political related content
Ad fraud protection across programmatic, social, and CTV buys
Global Disinformation Index (GDI) Partnership for third-party, AI-powered protection against misinformation

Download the IAS Political Guide now to access the six steps you can take to drive superior results across major political events.

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