Singapore – Global media measurement and optimisation platform Integral Ad Science (IAS) has announced the expansion of its ‘Brand Safety and Suitability Measurement’ product to now include the Global Alliance for Responsible Media (GARM) category of misinformation across Facebook and Instagram Feeds and Reels.
The GARM-aligned AI-driven solution will provide added confidence in campaigns run against brand-safe and suitable content.
Facebook and Instagram bar ads from appearing alongside labelled misinformation or policy-violating content. However, advertisers seek greater control over the content themes their ads run alongside.
With IAS’ tools, advertisers can now assess if their ads are running alongside potentially unsuitable content as defined by the GARM framework. Now, they will be able to review when their ads run alongside content on the subject of misinformation.
IAS’s AI-driven Total Media Quality (TMQ) product includes ‘Brand Safety and Suitability Measurement’ technology that combines image, audio, and text signals with comprehensive frame-by-frame video analysis to classify content accurately in the feed at scale. TMQ provides further reassurance that advertisers’ campaigns are running adjacent to brand-suitable content.
Meta implements a robust approach to misinformation, prioritising the removal of content posing an immediate physical harm risk and collaborating with major third-party fact-checkers to label and reduce misinformation distribution. Ads are prevented from appearing alongside such content or any violating Meta policies. Instead, IAS measures if ads have appeared next to content that discusses or has to do with the GARM-aligned category of misinformation.
IAS classifies content according to the GARM Brand Safety and Suitability Framework and provides reporting to advertisers for them to tailor suitability settings on Meta. Content-level reporting provided by IAS allows advertisers to get a full, accurate picture of the subject matter and content their ads are running adjacent to and adjust their campaigns based on their own desired risk profiles.
Furthermore, IAS is also launching new features and functionality for advertisers across Facebook and Instagram, including expanded content-level transparency for IAS Signal, a simplified user experience, and enhanced reporting features.
Lisa Utzschneider, CEO of IAS, said, “We’re excited to evolve our TMQ solution to include the GARM category of misinformation, which gives marketers more control over their brands’ reputations, especially ahead of this year’s U.S. elections. We are constantly innovating and building on our partnerships with the world’s largest platforms like Meta, providing added confidence for our customers while ensuring they are driving superior results through IAS’s data and technology.”
