- Media measurement company Integral Ad Science has developed a product it claims offers a more granular way than publisher block lists for advertisers to avoid placing ads next to content on Facebook and Instagram they deem unsuitable, the corporate said in a press release.
- Currently within the testing phase with Meta, IAS’s third-party Content Block List works across Facebook and Instagram feeds and Reels. It is out there to customers using IAS measurement tools and is scheduled to be available to all advertisers in early 2025.
- IAS can also be expanding its Total Media Quality measurement solution for TikTok inside the platform’s profile, search and following feeds in addition to TikTok Lite ad placements, the corporate recently announced. IAS can also be in Alpha testing for its latest Video Exclusion List solution for TikTok.
Social media continues to be a top channel for advertisers’ attention and dollars, but it is usually a channel that drives significant concerns around brand safety and the effect poor content can have on ads and the user experience. In this environment, marketers must hold their partners accountable for ad safety and placement quality, Forrester really useful in its report, “Bad Ads: All The Ways Ads Misbehave And How To Stop Them,” published earlier this 12 months.
IAS is one among the digital firms that has stepped in with products to fulfill advertisers’ brand safety needs on social media. Earlier this 12 months, it unveiled products to focus on misinformation on Meta’s social networks and the provision of its Total Media Quality (TMQ) measurement system across those platforms as well.
IAS asserts that by leveraging its Content Block Lists, advertisers will have the opportunity to pre-screen capabilities on the content level to make sure impressions are delivered to brand-suitable content, create custom lists across an ever-growing list of contextual categories for more granular control than publisher block lists and receive end-to-end campaign support with IAS’s Total Media Quality for Meta across 28 languages on Facebook and Instagram.
“As the primary provider to check this solution with Meta, we’re delighted to enable advertisers to drive engagement and reach users in brand-suitable, contextually relevant environments across Meta’s platform,” said Lisa Utzschneider, CEO of IAS, in a release.
The Content Block List announcement got here just days after IAS revealed it had begun alpha testing its Video Exclusion List product with TikTok, offering an answer that uses AI to investigate sentiment and emotion within the platform’s video content at scale. IAS also announced it had expanded its TMQ tool for TikTok, offering viewability, invalid traffic and brand safety and suitability measurement on the favored platform.
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