IAS unveils curation on Google Ad Manager for brand-safe ads

Integral Ad Science (IAS), a global leader in media measurement and optimization, has unveiled IAS Curation for Google Ad Manager. This new feature offers programmatic buyers a streamlined, deal-based approach to acquiring high-quality inventory that aligns with their brand’s standards for context, safety, and viewability. With IAS Curation, advertisers gain access to curated inventory that maximizes ad performance while minimizing risk, all within a scalable framework designed for optimal ad placement.

IAS Curation empowers advertisers to implement actionable strategies for avoidance and contextual targeting, specifically tailored for use with Google Ad Manager. The tool leverages IAS’s predictive science, which pre-screens and categorizes web pages, enabling brands to identify desirable inventory while filtering out content deemed unsuitable. Through this process, advertisers can achieve brand-suitable placements by targeting high-quality inventory that is relevant to their campaign’s context. By consolidating bidding on select inventory, brands can more efficiently reach their target audience and optimize the effectiveness of their media buys.

According to Srishti Gupta, Chief Product Officer at IAS, brand suitability and contextual relevance are major concerns for programmatic buyers. Many advertisers seek to avoid wasting ad budgets on low-quality inventory or content environments filled with Made-for-Advertising (MFA) sites and ad clutter. IAS Curation directly addresses these concerns, allowing buyers on Google Ad Manager to refine their supply strategy and maximize media investment returns with AI-driven optimization.

IAS Curation offers global advertisers several distinct benefits. First, it enables customizable inventory, allowing advertisers to enrich and tailor supply before it reaches their buying platform. This customization ensures advertisers receive only high-quality, relevant options aligned with their brand values. IAS’s natural language processing technology also enables precision targeting by allowing advertisers to target only the most contextually relevant, quality content. By incorporating AI-driven contextual classification, IAS Curation helps advertisers reach audiences in suitable environments, avoiding any content that misaligns with brand messaging.

In addition to this, IAS Curation places an emphasis on quality inventory that includes sophisticated brand safety and appropriateness characteristics. Programmatic purchasers can now use the contextual avoidance and appropriateness aspects of IAS to screen for quality before reaching the bidding stage. This will drastically reduce the amount of wasted ad spend and maximise the return on investment. MFA filtration is incorporated into the tool, which guarantees that only appropriate content is chosen, so keeping the image of the brand and maintaining its relevance.

Earlier this year, IAS expanded its Brand Safety and Suitability Measurement product to support YouTube’s Performance Max and Demand Gen campaigns, building on its mission to offer enhanced media quality tools for advertisers. In 2023, IAS introduced its Total Media Quality (TMQ) measurement for YouTube Shorts, broadening advertisers’ options for maintaining brand safety in various online spaces.

With IAS Curation, advertisers now have a powerful tool for optimizing programmatic ad buys on Google Ad Manager, enabling a seamless pathway to high-quality, brand-suitable content. The integration of IAS’s predictive technology with Google’s ad platform underscores a shared commitment to providing scalable, efficient solutions that meet the evolving needs of digital advertisers worldwide.