IAS launches curation with Google Ad Manager to offer appropriate inventory to brands

Integral Ad Science, the global media measurement and optimization platform, announces the launch of IAS Curation with Google Ad Manager. IAS will now offer programmatic media buyers an on-demand enrichment track designed to source-select media inventory that is compatible with advertiser benchmarks in terms of context, brand safety (Brand Safety) and visibility rate (Viewability), driving performance up with scalability.

IAS curation empowers advertisers with actionable data to enable contextual prevention and targeting strategies in media purchases for Google Ad Manager. By improving brand suitability, advertisers can focus their bids on higher-quality inventories, and accurately refine targeting for contextually relevant content, increasing the yield of their media spend. IAS predictive science pre-analyzes web pages to categorize them, allowing brands to identify the most appropriate inventory, while also avoiding spaces deemed inappropriate for associating their ads. 

“Brand adequacy and contextual relevance are the top priorities for 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 elevate their sourcing strategy and efficiently maximize returns from their media investments 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 delivery before it reaches the purchase platform. 
• Precise segmentation: IAS natural language processing-based contextual classification allows advertisers to target only relevant, quality content so that they avoid misaligned brand themes. 
• Quality inventory: With contextual prevention, brand safety, brand suitability, and MFA filtering before bidding, advertisers can reduce waste and maximize ROI through AI-based measurement and optimization.

IAS curation with Google Ad Manager is the latest expansion of IAS' long-standing collaboration with Google.In June 2024, IAS announced the expansion of its industry-leading Brand Safety and Brand Suitability measurement product to YouTube, including now include reports for Performance Max and Demand Gen campaigns in Google Ads. 

In 2023, IAS announced the measurement of Brand Safety and Brand Suitability through the product suite Total Media Quality (TMQ) for YouTube Shorts, YouTube offering advertisers expanded coverage for advanced measurement of brand safety and fitness.