Integral Ad Science, the global media measurement and optimization platform, announces the launch of IAS Curation with Google Ad Manager. Now, IAS will offer programmatic media buyers an on-demand enrichment track designed to source media inventory compatible with advertiser benchmarks in terms of context, brand safety, and viewability rate, promoting enhanced performance with scalability.
IAS curation empowers advertisers with practical data for activating prevention and contextual segmentation strategies in media purchases for Google Ad Manager. By enhancing brand suitability, advertisers can focus their bids on higher-quality inventories, and precisely refine targeting for contextually relevant content, increasing the yield of their media expenses. IAS predictive science pre-analyzes web pages to categorize them, allowing brands to identify the most appropriate inventory while also avoiding spaces deemed unsuitable for their ad placements.
“Brand suitability and contextual relevance are the top priorities of programmatic buyers looking to avoid wasting ad spend on low-quality inventories, such as MFA or ad clutter,” says Srishti Gupta, CPO (Chief Product Officer) at IAS. “IAS Curation offers programmatic buyers in Google Ad Manager a way to enhance their supply strategy and efficiently maximize their media investment returns through AI-driven optimization.”
IAS curation for Google Ad Manager offers advertisers globally:
- Customizable Inventory: Advertisers with programmatic campaigns can now incorporate IAS enrichment to customize inventory provisioning before it reaches the buying platform.
- Precise Segmentation: IAS’s natural language processing-based contextual categorization allows advertisers to target only relevant and quality content, avoiding brand misaligned themes.
- Quality Inventory: With contextual prevention, brand safety, brand suitability, and MFA filtering pre-bid, advertisers can reduce waste and maximize ROI through AI-driven measurement and optimization.
IAS’s curation with Google Ad Manager is the latest extension of IAS’s long-standing collaboration with Google. In June 2024, IAS announced the expansion of its market-leading Brand Safety and Brand Suitability measurement product for YouTube, now including reports for Performance Max and Demand Gen campaigns on Google Ads.
In 2023, IAS announced the measurement of Brand Safety and Brand Suitability through the Total Media Quality (TMQ) product suite for YouTube Shorts, providing advertisers with extended coverage for advanced safety and brand suitability measurement.
