Campaign India Team
Jun 14, 2024

IAS partners with Pinterest, Reddit to provide AI-driven brand safety measurement

The partnerships will give global advertisers an additional layer of third-party transparency as they reach and engage with social media platforms.

Brands seek secure havens while connect with diverse audiences on social media platforms. Image source: Pixabay.
Brands seek secure havens while connect with diverse audiences on social media platforms. Image source: Pixabay.

Integral Ad Science (IAS) has partnered with Pinterest to provide global advertisers with better transparency into campaigns across the latter’s in-app feed. The global media measurement and optimisation platform has also collaborated with Reddit to provide advertisers with the confidence to scale their campaigns across the community platform.

Both these initiatives will be delivered through IAS’s AI-driven Total Media Quality (TMQ) brand safety and suitability product suite. The brand safety measurement for Pinterest will be available to 39 countries, across 40 languages.

The Reddit partnership will give global advertisers an additional layer of third-party transparency in their investment as they reach and engage with the platform’s over one lakh interest-based, intent-driven communities. They can access IAS’s brand safety and suitability, viewability, and invalid traffic measurement to safeguard and scale their campaigns across the network.

TMQ’s combination with Reddit’s existing moderation capabilities will allow advertisers to scale across more than 16 billion posts and comments. The increased transparency into Reddit’s campaign delivery will help them maximise their campaign spend. Brands can also leverage IAS Signal unified reporting platform to better manage their digital campaigns based on data and insights.

IAS is also launching new features and functionality for advertisers across Pinterest. This includes providing them with third-party campaign insights backed by industry metrics to help them safeguard and scale across the social media platform. The TMQ for Pinterest enables them to accurately classify pins at scale through frame-by-frame analysis, combining image, audio, and text signals to better protect and grow their brands.

“Marketers are looking for brand safe destinations to reach highly engaged audiences across demographics as they look to safeguard and scale their brands,” said Lisa Utzschneider, CEO of IAS. “The launch of our AI-driven TMQ for Pinterest reaffirms our commitment to giving advertisers the confidence that their spend is being allocated towards appropriate environments.”

Advertisers and agencies running campaigns on Pinterest will also gain access to daily reporting inclusive of brand safety pass rates, viewability rate and time-in-view. This will to ensure that the ads are driving engagement and reaching real users in brand-safe environments.

Campaign India

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