Delhi: Integral Ad Science (IAS), a global media quality platform, has announced the appointment of Kamelia Aryafar, Head of AI, Members at Netflix, to its Board of Directors, effective immediately. The move brings extensive artificial intelligence and technology leadership experience to IAS as the company continues to expand its AI-driven capabilities.
Aryafar is a seasoned technology executive known for building and scaling AI-powered products and platforms across major global companies. Her appointment is expected to strengthen IAS’s technology strategy as the digital advertising ecosystem increasingly integrates AI-led measurement, optimisation, and media quality solutions.
“We are excited to welcome Kamelia to our Board of Directors. She is a forward-thinking leader with deep expertise in AI and across engineering, making her a strong addition to our board,” said Lisa Utzschneider, CEO of IAS. “As Head of AI at Netflix, Kamelia led the development and deployment of AI at global scale, powering some of the world’s most advanced personalization and content systems. Her experience is incredibly valuable as IAS advances its AI strategy and continues to drive innovation, quality, and performance in a rapidly evolving media landscape.”
Prior to joining Netflix, Aryafar held key leadership roles at Google, where she co-founded and led engineering for several AI initiatives, including Gemini Enterprise and Business, Google Agentspace, and Vertex AI Search. She also served as EVP, Chief Algorithms and Analytics Officer and a board member at Overstock.com (Bed Bath & Beyond), overseeing engineering, AI and product development. Earlier in her career, she worked at Etsy, helping integrate machine learning and AI capabilities across the organisation.
“AI is rapidly transforming how advertising performance is measured and optimized,” said Kamelia Aryafar. “IAS built a strong foundation applying AI to improve media quality, strengthen measurement, and help advertisers drive measurable outcomes. I look forward to working with the board and the leadership team as IAS continues to innovate for advertisers, publishers and consumers.”
Aryafar joins fellow board members Bob Lord and Krishan Bhatia, who were appointed to the IAS Board earlier this year, further strengthening the company’s leadership as it focuses on innovation and growth in the evolving digital advertising landscape.
