New Delhi: Integral Ad Science, a global media measurement and optimization platform, today announced the expansion of its Total Media Quality (TMQ) suite for Meta, bringing third-party, independent Brand Safety and Suitability Measurement to Threads for the first time.
Powered by IAS’s AI-driven Multimedia Technology, which evaluates video, image, audio, and text signals to analyze content at scale, TMQ for Meta enables advertisers to safeguard brand reputation and scale campaigns confidently in real time. The latest launch extends IAS’s comprehensive pre- and post-bid coverage across Meta platforms, including Facebook and Instagram Feed and Reels.
“IAS’s AI-driven content-level analysis enables advertisers to drive performance and confidently scale their investments with trusted, third-party, independent measurement,” said Lisa Utzschneider, CEO of IAS. “We continue to innovate and deepen our relationships with global partners like Meta to provide end-to-end campaign support for advertisers across every screen and channel.”
Meta’s Threads, which has surpassed 400 million monthly active users globally as of August 2025, represents one of the fastest-growing social platforms worldwide. IAS’s Brand Safety and Suitability Measurement for Threads provides advertisers with:
- Third-party validation to ensure safe, suitable content adjacency and to assess Meta Inventory Filters’ effectiveness against campaign goals.
- Content-level insights with customizable suitability controls via IAS Signal UI, offering a unified, holistic campaign view.
- Industry-aligned classification across key risk categories for transparent, standardized measurement.
- AI-powered content analysis using IAS’s proprietary frame-level Multimedia Technology, combining visual, audio, and text cues for unmatched classification accuracy.
- Global coverage across 34 supported languages, ensuring comprehensive protection and scalability for advertisers worldwide.
The Threads launch marks the latest milestone in IAS’s strategic partnership with Meta, reinforcing its leadership in the area of brand safety and suitability.
IAS has consistently expanded its Meta-related solutions over the past year:
- In October 2024, IAS launched the industry’s first Content Block Lists for Meta, after being selected as the primary provider to develop the optimization tool.
- In April 2024, IAS extended its Brand Safety and Suitability Measurement product to include the misinformation category, aligning with global industry standards across Facebook and Instagram Feed and Reels.
- Earlier, in February 2024, IAS rolled out its AI-driven Total Media Quality (TMQ) solution for Meta’s Facebook and Instagram inventory, setting new benchmarks for accuracy and coverage in digital ad measurement.
With the inclusion of Threads, IAS continues to build on its commitment to transparency, brand safety, and trusted measurement, empowering advertisers to navigate evolving social platforms with confidence and precision.
