• by Ray Schultz , December 12, 2022

Teads has formed partnership with Integral Ad Science to help advertisers avoid content they deem unsuitable for their brand. 

Advertisers can now use Teads’ Ad Manager to access IAS’s curated list of 200+contextual avoidance segments.

Publishers can better monetize their inventory because filtering is done upfront, pre-bid, allowing selection of another ad for which the content is suitable, the firm says. This enables them to avoid wasted ad opportunities, it adds. 

According to Teads, IAS’s cognitive semantic technology uses natural language processing to dynamically comprehend the nuances of context.

Teads clients have so far attained a 99% suitability pass rate for their ad impressions, the firm claims. 

Shiseido Company utilizes the Teads platform to maintain “close control of the content our advertising is placed adjacent to, without compromising on the potential scale of reach,” states Barbara Deng, EMEA Media and Global Fragrances Communication Director, Shiseido Company.

Deng explains that, as a luxury brand, “the quality of the media environments our ads are seen in is of critical importance to our digital advertising strategy.”  

A poll found that 78.8% of European marketers are about brand safety when buying digital advertising.

“This integration with IAS will increase support for quality journalism, providing a better outcome for all,” states Remi Cackel, chief product officer at Teads.