IAS ANNOUNCES PARTNERSHIP WITH PINTEREST TO PROVIDE AI-DRIVEN BRAND SAFETY MEASUREMENT
Integral Ad Science (Nasdaq: IAS) has announced a partnership with Pinterest (NYSE: PINS) to enhance brand safety and suitability for advertisers. Utilizing its AI-driven Total Media Quality (TMQ) product, IAS will provide campaign insights, frame-by-frame analysis, and daily reporting in 39 countries and 40 languages. The collaboration aims to offer advertisers more transparency and confidence in their campaigns on Pinterest. This initiative aligns with the Global Alliance for Responsible Media (GARM) standards and includes features like Viewability, Invalid Traffic (IVT), and Brand Safety Measurement.
- Partnership with Pinterest expands IAS's market reach to 39 countries and 40 languages.
- Introduction of AI-driven Total Media Quality (TMQ) enhances brand safety and suitability.
- Trusted Campaign Insights are consistent with GARM standards, increasing transparency.
- Daily reporting metrics such as brand safety pass rates, viewability rate, and time-in-view.
- Frame-by-frame analysis provides comprehensive content assessment for advertisements.
- Strengthens IAS's portfolio with enhanced features like Viewability and Invalid Traffic Measurement.
- Potential high costs associated with implementing and maintaining AI-driven technologies.
- Dependence on Pinterest's platform performance, which can affect overall campaign outcomes.
- Risk of advertiser dissatisfaction if the new features do not deliver the expected engagement and reach.
Insights
IAS partnering with Pinterest to offer AI-driven brand safety measurement is truly a step forward in the realm of digital advertising. The integration of AI-based Total Media Quality (TMQ) into Pinterest’s ecosystem allows for a high level of precision in classifying content and ensuring ads are placed in appropriate contexts. For an advertiser, this means that their ads are less likely to appear alongside inappropriate or controversial content, which could potentially damage their brand reputation.
In technical terms, the frame-by-frame analysis using image, audio and text signals is a highly advanced feature. It allows advertisers to gain nuanced insights about the environment in which their ads are appearing, which is an important aspect in today's highly visual and multimedia-driven social platforms.
Additionally, the rollout to 39 countries and 40 languages ensures global reach, making it a scalable solution for brands operating on a worldwide basis. This is particularly important because brand safety standards can vary significantly across different cultures and geographies and having a tool that can adapt to these variances is crucial.
From a market perspective, the collaboration between IAS and Pinterest is a significant move. Advertisers are increasingly seeking transparent and reliable data to inform their spending decisions and this partnership answers that demand. The consistency with the Global Alliance for Responsible Media (GARM) standards adds another layer of credibility to the offering, which can be very persuasive for brands looking to advertise on Pinterest.
The provision of daily reporting metrics such as brand safety pass rates and viewability rates gives advertisers real-time insights into the performance and safety of their campaigns. This facilitates quicker adjustments and optimizations, ultimately leading to better ROI.
In the competitive landscape of social media advertising, having a trustable measurement tool that is both comprehensive and easy to integrate can influence an advertiser's choice of platform. This collaboration could give Pinterest an edge over other platforms that might not offer similar levels of transparency and safety assurance.
New Total Media Quality for Pinterest Gives Advertisers Safeguards Across a Total of 39 Countries in 40 Languages
"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 Total Media Quality for Pinterest reaffirms our commitment to giving advertisers the confidence that their spend is being allocated towards appropriate environments."
IAS is launching new features and functionality for advertisers across Pinterest, including:
- Trusted Campaign Insights: Consistent with the Global Alliance for Responsible Media (GARM) standards for Brand Safety, the new offering provides advertisers with third-party campaign insights backed by trusted and transparent industry metrics to help brands safeguard and scale across Pinterest.
- Frame-by-Frame Analysis: Total Media Quality (TMQ) for Pinterest is powered by IAS's AI-driven Multimedia Technology, and enables advertisers to accurately classify pins at scale through frame-by-frame analysis, combining image, audio, and text signals to better protect and grow their brands on Pinterest.
- Campaign Level Measurement: Advertisers and agencies running campaigns on Pinterest will gain access to daily reporting inclusive of brand safety pass rates, viewability rate, time-in-view, and more to ensure ads are driving engagement and reaching real users in brand-safe environments.
- Global Coverage: Brand Safety Measurement for Pinterest will be available to 39 countries, across 40 languages.
"In partnership with IAS, we are excited to offer brand safety to our customers and give them greater confidence in their advertising strategies through best-in-class technology," said Bill Watkins, Chief Revenue Officer of Pinterest. "Pinterest is committed to providing a shoppable, positive platform for consumers, and our work with IAS will ensure advertisers can engage with the right audiences as they move from inspiration, to consideration, to conversion."
As part of Total Media Quality (TMQ) for Pinterest, advertisers get access to Viewability, Invalid Traffic (IVT), and Brand Safety Measurement within IAS Signal, the unified reporting platform that delivers the data and insights advertisers need to easily manage their digital campaigns. This enhancement expands on IAS's partnership with Pinterest, which offered Viewability and Invalid Traffic (IVT) Measurement across display and video inventory in 2023.
IAS's Brand Safety, Viewability, and Invalid Traffic Measurement is now available for Pinterest, with Brand Suitability Measurement for campaigns coming soon.
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.
CONTACT: press@integralads.com
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SOURCE Integral Ad Science, Inc.
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