Mumbai: Integral Ad Science has announced the expansion of its AI-powered Meta Content Block List optimisation solution to Meta Threads feed, extending its social optimisation capabilities to the rapidly growing platform.
The expansion is aimed at helping advertisers enhance brand protection while maximising return on investment across Threads, which crossed 400 million monthly active users globally in 2025.
The move builds on IAS’s broader partnership with Meta. In 2024, IAS was selected by Meta as the first provider to develop an independent optimisation solution for its platforms. The partnership already includes Content Block List optimisation and Total Media Quality (TMQ) Brand Safety and Suitability Measurement for advertisements across Facebook and Instagram Feed and Reels, and now extends to Threads feed.
Commenting on the development, Lisa Utzschneider, CEO of IAS, said, “Our AI-driven, content-level analysis empowers advertisers to drive performance and confidently scale their investments on social platforms with trusted, third-party, independent solutions. We continue to innovate and deepen our relationships with global partners like Meta to provide end-to-end campaign support for advertisers, ensuring they can avoid unsuitable content and maximize their campaign effectiveness.”
According to IAS, the expanded solution offers advertisers customised control by allowing brands to align content block lists with their individual suitability and contextual requirements, including the use of custom brand segments for more nuanced protection.
The company added that advertisers will benefit from automatic protection through a one-time activation process, with content refreshed hourly across Facebook, Instagram Feed, Reels, and Threads to ensure continuous alignment with evolving social media content.
The optimisation solution is powered by IAS’s proprietary Multimedia Understanding Model (MUM), which analyses image, audio, and text signals frame by frame to deliver AI-led content classification at scale.
IAS also stated that the solution supports 34 languages globally, enabling advertisers to implement consistent brand safety strategies across international markets.
In addition, the company highlighted that advertisers can independently validate the effectiveness of their Content Block Lists through Brand Safety and Suitability Measurement integrated into Meta’s Total Media Quality framework, allowing for in-flight campaign optimisation and transparency.
IAS noted that it has continued to expand its Meta-focused product suite over the past two years. In October 2024, the company launched its first-to-market Content Block Lists for Meta platforms. This was followed by the launch of Brand Safety and Suitability Measurement for Threads in October 2025 and AI-driven Contextual Category Reporting for Meta in June 2025.
