Global Advertisers Can Now Benefit from AI-Driven Content Block Lists and Increased Brand Suitability When Advertising on Facebook and Instagram Feed and Reels

Integral Ad Science, a leading global media measurement and optimization platform, has announced a pioneering collaboration with Meta to introduce a first-to-market optimization solution for advertisers. This new third-party Content Block List solution enables global advertisers to automatically prevent their ads from appearing next to content deemed unsuitable for their brand on Facebook and Instagram Feed and Reels.

Enhancing Brand Safety and Media Quality

• Alignment with Industry Standards: The Content Block List solution is designed in accordance with industry standards, allowing advertisers to safeguard their brand image while reaching their target audiences.
• Early Access: Currently available to IAS customers using measurement solutions for Instagram and Facebook, the Content Block List will be open to all advertisers by early 2025.

Key Benefits of the Content Block List Solution

1. Social Optimization:

   • Advertisers can ensure their ads are delivered in brand-safe contexts, enhancing engagement and reach.
   • Proactive pre-screening capabilities at the content level on Facebook and Instagram Feed and Reels.

2. Custom, Dynamic Control:

   • Creation of tailored Content Block Lists based on industry-aligned standards and an extensive catalog of contextual categories.
   • Provides more granular control compared to traditional publisher-level block lists, adapting to the fast pace of content creation.

3. Seamless Activation:

   • One-time activation within IAS Signal allows advertisers to effortlessly avoid unsuitable content placements across Facebook and Instagram Feed and Reels.

4. Industry-Leading AI-Driven Multimedia Technology:

   • IAS analyzes content at a frame-by-frame level, integrating image, audio, and text signals for accurate classification.

5. End-to-End Campaign Support:

   • Advertisers can combine optimization with Total Media Quality (TMQ) for comprehensive campaign support across 28 languages on Facebook and Instagram Feed and Reels.

Commitment to Brand Safety

Lisa Utzschneider, CEO of IAS, expressed enthusiasm about this collaboration, stating, “As the first provider to test this solution with Meta, we are delighted to enable advertisers to drive engagement and reach users in brand-suitable, contextually relevant environments across Meta's platform.”

Samantha Stetson, Vice President at Meta, noted the importance of providing advertisers with more tools to meet their brand suitability goals, enhancing their control over ad placements.

With the introduction of the Content Block List solution, Integral Ad Science reinforces its commitment to providing advertisers with advanced tools for brand safety and media quality. This innovative approach empowers brands to scale their advertising campaigns while minimizing risks associated with unsuitable content.