• by Colin Kirkland , Yesterday

Meta has expanded its partnership with Integral Ad Science (IAS), bringing the media-measurement company's “Content Block List” optimization solution to advertisers running campaigns on Threads.

Integral Ad Science originally launched its Content Block Lists for Meta last October, then updated its Total Media Quality 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.

Advertisers using IAS’s Content Block List optimization solution also have access to contextual category reporting spanning over 46 categories -- including politics, natural disasters, religion, family and parenting, kids content, and more -- in 34 languages.

Now IAS is expanding these offerings to the main feed on Threads, a Meta-owned social-messaging platform that has grown to over 400 million monthly active users.

Per the partnership, Threads advertisers will be able to align Content Block Lists with their suitability and contextual goals, including IAS’ Custom Brand Segments, an offering designed for nuanced, brand-specific protection.

According to a statement issued by IAS, the company's proprietary AI model is able to analyze content across Facebook, Instagram, Reels, and Threads at a frame-by-frame level, combining image, audio, and text signals.

This expanded brand-suitability functionality follows IAS' recent launch of brand safety and suitability measurement for Threads, as well as its AI-driven contextual category reporting for Meta.