IAS Announces Exclusive First-to-Market Partnership with Kwai for Business to Provide Content-Level Brand Safety and Suitability Measurement for Advertisers

Rhea-AI Summary

Integral Ad Science (IAS) has announced an exclusive first-to-market partnership with Kwai for Business to provide content-level brand safety and suitability measurement for advertisers. The partnership includes the launch of IAS's AI-driven Total Media Quality (TMQ) product suite, offering viewability and invalid traffic measurement.

The collaboration targets advertisers in LATAM and APAC markets, reaching over 100 million monthly active users in Brazil and Indonesia. IAS's TMQ for Kwai enables advertisers to place ads next to higher-quality media, protect against misinformation, and access enhanced reporting through IAS Signal, their unified reporting platform.

Positive

• Exclusive first-to-market partnership provides competitive advantage
• Expansion into LATAM and APAC markets with access to 100M+ monthly active users
• Enhanced measurement capabilities through AI-driven TMQ product suite
• Strategic alignment with international expansion goals

Negative

• None.

Insights

Digital Advertising Analyst

<p>The exclusive partnership between IAS and Kwai represents a <b>strategic advancement in digital advertising verification</b> across emerging markets. The implementation of content-level brand safety and Total Media Quality (TMQ) measurement addresses a critical gap in the LATAM and APAC advertising ecosystems, particularly in Brazil and Indonesia's combined <b>100 million monthly active user base</b>.</p><p>The AI-powered frame-by-frame analysis capability is particularly valuable in video-heavy platforms like Kwai, where traditional text-based brand safety measures fall short. This multi-signal approach (image, audio and text) significantly reduces the risk of brand damage from inappropriate content association while maximizing legitimate advertising opportunities. The integration of misinformation detection is especially timely given the growing concerns about digital disinformation in emerging markets.</p><p>The move strengthens IAS's competitive position against rivals like DoubleVerify and MOAT, potentially leading to increased market share in high-growth regions. For investors, this represents a clear path to revenue growth through both geographic expansion and service differentiation in the <b>$500+ billion digital advertising market</b>.</p>

Market Expansion Strategist

<p>This partnership marks a significant strategic foothold in two of the fastest-growing digital advertising markets. Brazil and Indonesia represent prime expansion territories with their rapidly digitalizing economies and increasing advertising spend. The exclusive nature of the partnership creates a moat around IAS's services in these markets, potentially leading to sustained competitive advantages.</p><p>The timing is particularly advantageous as both markets are experiencing a shift toward digital video consumption, with Kwai's platform alignment perfectly positioned to capitalize on this trend. The partnership's focus on brand safety and verification services addresses a important need in emerging markets where advertising infrastructure is still maturing.</p><p>From an investor perspective, this move diversifies IAS's revenue streams geographically while establishing first-mover advantages in key growth markets. The <b>exclusive first-to-market position</b> could translate into significant market share capture and potential pricing power in these regions.</p>

Advertisers to Benefit from New Safeguards Including Viewability and Invalid Traffic Measurement with IAS's Total Media Quality for Kwai

NEW YORK, Dec. 19, 2024 /PRNewswire/ -- Integral Ad Science (Nasdaq: IAS), a leading global media measurement and optimization platform, today announced exclusive first-to-market content-level Brand Safety and Suitability measurement for advertisers on Kwai for Business, the commercial platform of Kwai - one of the most popular social media video apps in Brazil. In addition, IAS is launching its AI-driven Total Media Quality (TMQ) for Kwai product suite to provide advertisers with industry-leading Viewability and Invalid Traffic (IVT) Measurement.

This partnership with Kwai supports IAS's long-term international expansion strategy. Advertisers focused on LATAM and APAC markets now have an additional layer of trusted, third-party transparency. In Brazil and Indonesia alone, they will be able to reach a base of over 100 million monthly active users.

"We are excited to enhance IAS's partnership with Kwai for Business, as we empower Brazilian and Indonesian marketers with a best-in-class solution to improve media quality and reduce brand risk," said Marcia Byrne, Managing Director for LATAM at IAS. "Now, advertisers have additional assurance that their ads on Kwai reach real users in brand-safe and suitable environments."

IAS's TMQ for Kwai empowers advertisers to:

• Place Ads Next to Higher-Quality Media: Powered by IAS's Multimedia Technology, IAS Brand Safety and Suitability Measurement for Kwai utilizes responsible AI for frame-by-frame analysis, combining image, audio, and text signals to accurately classify content at scale, including misinformation, aligned to industry standards.
• Protect Their Ads Against Misinformation: Gain content-level insights aligned to industry standards—including Misinformation.
• Access Enhanced Reporting: Through trusted, third-party daily reporting in IAS Signal, IAS's unified reporting platform, advertisers can ensure their ads are driving engagement and reaching real users with key metrics including Viewability, Time-in-View, Percent Completed, IVT Rate, and more.

"Third-party measurement is critical to Kwai, and demonstrates our commitment to building a safe environment and providing advertisers with the right tools they need to grow with Kwai," said Vitor Yu, General Manager at Kwai for Business LATAM. "Our partnership with IAS equips our clients with the precise insights to understand where their ads are appearing and how they're performing on Kwai so they can continue to meet their campaign goals on our platform."

In August 2023, IAS and Kwai announced the launch of their partnership to bring greater transparency to advertisers on the platform.

About Integral Ad Science

Integral Ad Science (IAS) is a leading global media measurement and optimization platform that delivers the industry's most actionable data to drive superior results for the world's largest advertisers, publishers, and media platforms. IAS's software provides comprehensive and enriched data that ensures ads are seen by real people in safe and suitable environments, while improving return on ad spend for advertisers and yield for publishers. Our mission is to be the global benchmark for trust and transparency in digital media quality. For more information, visit integralads.com.

About Kwai & Kwai for Business 

One of the most popular free apps in Brazil, Kwai allows users to create their own content and share videos online in an easy, inclusive and accessible way. With a mission to make people shine, Kwai believes that all of life's little moments are worth sharing and is available for iOS and Android systems, in the App Store  and Google Play. Kwai for Business is Kwai's commercial platform, which brings resources and tools for companies to develop and insert sponsored content in the application. With advanced technology and products, Kwai for Business can meet the marketing needs of brands at different stages of campaigns. Learn more at: kwai.com and www.kwai.com/business.

Contact: press@integralads.com

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SOURCE Integral Ad Science, Inc.

FAQ

What does the IAS-Kwai partnership mean for advertisers in Brazil and Indonesia?

The partnership provides advertisers with content-level brand safety measurement and access to over 100 million monthly active users across Brazil and Indonesia, offering enhanced transparency and media quality assurance.

What features does IAS's Total Media Quality (TMQ) for Kwai include?

TMQ for Kwai includes viewability measurement, invalid traffic detection, brand safety and suitability measurement, and enhanced reporting through IAS Signal platform.

When did IAS and Kwai initially launch their partnership?

IAS and Kwai initially launched their partnership in August 2023.

How does IAS's brand safety measurement work on Kwai's platform?

IAS uses AI-powered Multimedia Technology for frame-by-frame analysis, combining image, audio, and text signals to classify content at scale, including misinformation detection.