IAS expands Meta content block lists to Threads

Integral Ad Science (IAS) has expanded its AI-driven Meta content block list optimisation solution to Threads feed, giving advertisers added brand safety controls across the fast-growing social platform.

The move builds on IAS’ wider partnership with Meta, after the company was selected in 2024 as the first provider to develop an independent optimisation solution for Meta’s platforms.

According to IAS, the expanded solution will allow advertisers to apply content block lists across Facebook and Instagram Feed and Reels, as well as Threads feed, through a one-time activation process. The company said the tool is refreshed hourly to help brands keep pace with rapidly changing social content.

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In a post, Meta said the rollout forms part of a broader push to give advertisers more control and transparency over their brand environments on Threads and across its wider platform ecosystem.

The company said third-party content block lists are now being supported on Threads Feed through all four of its brand safety and suitability partners — DoubleVerify, IAS, Scope3 and Zefr — with availability across dozens of languages. Meta added that the controls can be used alongside its own inventory filter or independently.

The solution is powered by IAS’ proprietary Multimedia Understanding Model (MUM), which analyses image, audio and text signals on a frame-by-frame basis to classify content suitability. IAS added that the system supports 34 languages globally.

Advertisers will also be able to create custom brand segments aligned with their own suitability requirements, while using IAS’ Total Media Quality (TMQ) brand safety and suitability measurement tools to validate campaign performance and make in-flight optimisations.

Threads has continued to grow its advertising appeal since surpassing 400 million monthly active users globally in 2025, according to IAS.

“Our AI-driven, content-level analysis empowers advertisers to drive performance and confidently scale their investments on social platforms with trusted, third-party, independent solutions,” said Lisa Utzschneider, CEO of IAS.

She added, “We continue to innovate and deepen our relationships with global partners such as Meta to provide end-to-end campaign support for advertisers, ensuring they can avoid unsuitable content and maximise their campaign effectiveness.”

Separately, IAS has also been expanding its measurement partnerships beyond Meta. Last year, the company broadened its collaboration with Reddit to provide advertisers with expanded access to independent media quality measurement across the platform’s global ad inventory.

The move introduced wider access to IAS’ TMQ tools for Reddit, including viewability and invalid traffic (IVT) measurement across web and in-app video and display campaigns spanning Reddit’s Feed, Conversation and Takeover placements.

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