Integral Ad Science (IAS), a leader in media measurement and optimization, has expanded its Total Media Quality (TMQ) framework for Meta, including Threads. This features independent Brand Safety and Suitability Measurement, powered by IAS’s AI-driven technology, which analyzes video, images, audio, and text for comprehensive content evaluation. The initiative aims to enhance advertiser trust and campaign scalability while safeguarding brand reputation.
With over 400 million monthly active users, Threads is rapidly gaining traction, and IAS’s enhancements provide essential support for global advertisers. IAS’s CEO, Lisa Utzschneider, emphasized the importance of trusted, third-party measurement to empower advertisers’ investments across all platforms.
Previous announcements include the introduction of Content Block Lists for Meta and the expansion of Brand Safety Measurement to encompass misinformation across Facebook and Instagram. IAS remains committed to innovation and collaboration with Meta, providing end-to-end campaign support across diverse channels.
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