Mumbai: Integral Ad Science (IAS) has announced the launch of IAS Curation with Google Ad Manager. This new offering provides programmatic buyers with a deal-based enrichment pathway that curates inventory at the source, ensuring it meets critical benchmarks for context, brand safety, and viewability, all while enhancing performance at scale.
With IAS Curation, advertisers can now leverage actionable data to implement avoidance and contextual targeting strategies, optimizing media buys across Google Ad Manager. By consolidating bidding on high-quality inventory, brands can precisely target contextually relevant content, driving greater efficiency and effectiveness for ad campaigns. IAS’s AI-driven predictive science pre-screens and categorizes pages, enabling advertisers to identify desirable inventory while avoiding unsuitable content.
“Brand suitability and contextual relevance are top priorities for programmatic buyers who want to avoid wasting ad spend on poor-quality inventory, such as Made for Ads (MFA) sites or ad clutter,” said Srishti Gupta, Chief Product Officer at IAS. “With IAS Curation, programmatic buyers on Google Ad Manager can elevate their supply strategy, optimizing ad spend with AI-driven precision and maximizing returns on media investments.”
Key Benefits of IAS Curation for Google Ad Manager:
Customizable Inventory: Advertisers running programmatic campaigns can now tailor their supply before it reaches their buying platform, incorporating IAS enrichment for enhanced control.
Precision Targeting: Powered by natural language processing, IAS’s contextual classification enables advertisers to target only the most relevant, quality content, helping avoid content misalignment.
Quality Inventory: By ensuring contextual avoidance, brand safety, suitability, and MFA filtration before it reaches the bidder, IAS helps advertisers reduce waste and maximize ROI through AI-driven measurement and optimization.
The introduction of IAS Curation marks the latest development in IAS’s longstanding collaboration with Google. In June 2024, IAS expanded its industry-leading Brand Safety and Suitability Measurement product to include reporting for Performance Max and Demand Gen campaigns on Google Ads. Furthermore, in 2023, IAS rolled out its Total Media Quality (TMQ) brand safety and suitability measurement across YouTube Shorts, providing advertisers with expanded coverage and advanced measurement capabilities.
The integration of IAS Curation with Google Ad Manager demonstrates IAS’s commitment to providing programmatic buyers with the tools to enhance media quality, optimize ad spend, and ensure brand safety at scale.
