IAS Adds Misinformation Measurement Across Meta Apps

Integral Ad Science (IAS) -- which works with Meta, TikTok, Snap and other social-media giants to provide advertisers with brand safety and suitability measurement to evaluate whether their ads are running alongside unsuitable content -- is expanding its offerings with Meta to include the Global Alliance for Responsible Media (GARM) category of misinformation.

While Facebook and Instagram prohibit ads from running alongside content labeled “misinformation” by third-party fact checkers, or content that violates their policies, IAS says advertisers will now have added control over what content their posts run next to.

The measurement company has updated its Total Media Quality (TMQ) tool, which classifies content in the feed by introducing image, audio and text signals with frame-by-frame video analysis to the IAS safety measurement tech.



As the issue of misinformation looms larger across the social media landscape, the TMQ has made the decision to include the Global Alliance for Responsible Media's definition of misinformation in its analysis, targeting an additional type of harmful content.

With personalized content reports, advertisers should be better able to adjust their Meta campaigns based on their own desired risk profiles.

Lisa Utzschneider, CEO of IAS, said in a statement that the company's timing to incorporate misinformation in its TMQ solution is purposeful -- ahead of this year's U.S. elections, which will likely result in a flare-up of false and misleading content.

In addition to the GARM-aligned misinformation tool, IAS is ramping up its campaign reporting features across Facebook and Instagram Feed and Reels, like enhanced content-level reporting on Signal, visual campaign performance reports, and a performance timeline meant to show advertisers which adjustments were most or least effective.

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