Innovation Builds Upon IAS's AI-Driven Misinformation Reporting To Safeguard Brands Ahead of U.S. Elections

Integral Ad Science, a leading global media measurement and optimization platform, has announced the launch of the industry's first deepfake measurement offering. Currently in Beta testing, this innovative tool enables advertisers to verify the safety and suitability of their digital media investments using AI-powered technology, aligning with the Global Alliance for Responsible Media (GARM)-defined Brand Safety Floor and Suitability Framework.

Importance of Deepfake Detection

• Rising Threat: Deepfake content is increasingly prevalent, posing significant risks to brand safety.
• Proactive Solution: IAS's deepfake measurement offering helps advertisers avoid running ads adjacent to manipulated content, especially important ahead of critical events like the U.S. elections.

Features of IAS's Deepfake Detection

• AI-Driven Multimedia Technology: Utilizes frame-by-frame analysis for high accuracy in detecting visual manipulations.
• Misinformation Categorization: Integrates with IAS's existing brand safety products to enhance misinformation detection capabilities.
• GARM Framework Alignment: Ensures content authenticity according to industry standards.

Leadership Insights

• Lisa Utzschneider, CEO of IAS: Emphasizes the need for reliable partners and data to help marketers safeguard their brands against deepfake and misinformation threats.
• Kumaresh Singh, SVP, Data Science of IAS: Highlights the accuracy and scalability of IAS's multimedia technology, and the commitment to continuous development and rigorous testing.

Technical and Operational Details

• Deepfake Signals: Detects faceswaps and other AI-synthesized visual manipulations.
• Benchmarking and Accuracy: Claims up to 74% greater accuracy, benchmarked against open-source frameworks and internal classification systems.
• Customer Partnership: Focuses on developing video-first solutions in collaboration with clients.

Benefits for Advertisers

• Actionable Data: Provides advertisers with reliable data to mitigate risks associated with deepfake content.
• Enhanced Brand Safety: Ensures digital media investments are protected against misinformation and harmful content.
• Future-Ready Technology: Positions advertisers to handle emerging threats in digital media.

Integral Ad Science’s deepfake measurement tool marks a significant advancement in the fight against misinformation and harmful digital content. By leveraging cutting-edge AI technology, IAS empowers advertisers to safeguard their brands with unprecedented accuracy and reliability, reinforcing their commitment to maintaining brand safety and integrity in the digital media landscape.