• by Colin Kirkland , Yesterday

Integral Ad Science has announced the launch of AI-powered contextual category reporting across Meta’s Facebook and Instagram Feeds and Reels, providing new measurement opportunities for advertisers’ brand suitability and performance goals. 

Available through IAS’s "Total Media Quality" (TMQ) for Meta -- which launched widely last year -- contextual category reporting aims to deliver better coverage and performance for brands’ campaigns on Meta apps, with enhanced insights for brand equity, reducing wasted spend, and more.

Powered by IAS’s multimedia technology, TMQ is designed to classify content in the feed by introducing image, audio and text signals with frame-by-frame video analysis to the IAS safety measurement tech.

Advertisers using IAS’s “Content Block List” optimization solution now have access to this contextual category reporting, including over 46 new categories -- including politics, natural disasters, religion, family and parenting, kids content, and more -- in 34 languages, the company says. 

Integral Ad Science originally launched its Content Block Lists for Meta last October, then updated its TMQ tool in April to include the GARM category of misinformation, giving advertisers more control of what kinds of content their Facebook and Instagram posts run next to.

The news follows the Media Rating Council’s decision on Wednesday to reaccredit Meta’s content-level brand-safety methodology for the Facebook feed, and for the first time accredited the Instagram feed.  

In response to the accreditation, Vice President-Client Council and Industry Trade Relations at Facebook Samantha Stetson posted on LinkedIn that “in the last 30 days, more than 90% of content next to ads in Feed and Reels continues to be brand safe, as measured by brand safety and suitability Meta Business Partners.”