IAS expands brand safety solution for Facebook ads

Integral Ad Science (IAS) has rolled out a brand safety solution allowing advertisers to ensure ads placed on Facebook in-stream, Instant Articles and Audience Network are next to content suitable for their brands. This integration is an addition to the existing IAS Facebook solution that offers advertisers access to actionable viewability and ad fraud data across the platform’s display and video inventory, on desktop and mobile.

Leveraging IAS brand safety models powered by machine learning, advertisers receive blocklists that help control the types of content surrounding their ads. The IAS global Facebook integration spans Facebook Audience Network, Instant Articles, and In-Stream Video with coverage across 40 languages. IAS has partnered with Facebook since 2016 with the intent to offer reliable insights to advertisers to confidentially make Facebook media buys.

Stephen Dolan, managing director, APAC, IAS said that with the steady increase in extremist content, fake news, and brand advertising appearing next to unsavory content, brand safety has now been thrust fully into the limelight.

“Facebook is committed to providing advertisers more control of the environment where brands appear, without compromising the potential reach and available inventory and we’re excited to partner with Facebook on their brand safety initiative,” he added.
“The brand safety capability through our Facebook Marketing Partners program will help advertisers connect with trusted third parties like IAS. It’s important to provide choice to address brand safety preferences of our advertisers, and we will continue enabling partners to build new solutions to meet those needs,” said Gene Alston, VP, partnerships, Facebook.

Brand safety still continues to be an issue in today’s digital world. According to IAS’ Media Quality Report benchmarks for Singapore released in May this year, the brand safety risk for programmatic desktop media buys stands at 2.0% and 1.5% for media buys made directly by publishers. Meanwhile, the brand safety risk for programmatic mobile web buys are lower (1.6%) than publisher direct (2.7%). The number is even lower for programmatic mobile app buys (0.6%) compared to publisher direct (2.6%) on the same platform.

IAS said that the results are based on impressions from pages that are flagged for posing various levels of harm to brand image and/or reputation through association, based on seven core content categories – adult, alcohol, hate speech, illegal downloads, illegal drugs, offensive language and controversial content and violence.

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