New Delhi: Integral Ad Science has announced the launch of IAS Agent, a new AI-powered assistant designed to help marketers activate campaigns faster, unlock deeper insights in real time, and optimise advertising performance at scale. Built on more than 15 years of proprietary IAS intelligence and the industry’s most comprehensive dataset, IAS Agent is designed to make advanced campaign analysis instantly accessible to marketers across experience levels.
Integrated directly into the IAS user interface, IAS Agent uses explainable AI to deliver transparent, actionable recommendations. Unlike traditional “black box” solutions, the tool allows users to understand the rationale behind every suggestion, with the ability to customise, override, or adopt recommendations based on campaign needs. The assistant enhances brand governance, simplifies workflows, and surfaces AI-driven performance insights across publishers and platforms, enabling faster and more informed decision-making.
“IAS Agent was designed to be a marketer’s advertising compass. It guides decisions with clarity and uncovers deep, comprehensive insights that would otherwise remain hidden—turning those insights into action, in real-time, so marketers can boost performance instantly,” said Srishti Gupta, Chief Product Officer at Integral Ad Science. “And this is just the start. IAS Agent will continue to expand its agentic capabilities to improve workflow and unlock value through AI supply path insights, tagging activation, and campaign settings assistance. This ongoing innovation reflects our commitment to providing advertisers with the trusted, transparent, and actionable data they need to drive superior campaign results and stay ahead in a complex digital landscape.”
Key features of IAS Agent include transparent self-reporting that explains the logic behind recommendations, full control and visibility for users to refine campaign settings, and AI-generated brand safety and suitability recommendations that can improve operational efficiency by up to 50 percent. The tool also delivers instant insights by identifying trends and patterns across IAS dashboards up to five times faster than manual analysis, while enabling streamlined campaign activation through natural-language interaction.
“In today’s complex media landscape, ensuring both brand safety and performance requires a significant investment of time and resources. IAS Agent meaningfully accelerates that process by uncovering deeper insights and enabling teams to act on them instantly,” said Jeff Omoregie, EVP of Unified TAAG at Publicis Media. “The ability to instantly surface transparent, data-driven recommendations in real time will help reduce ad waste and drive stronger performance outcomes for our clients and their campaigns.”
IAS Agent is built with a strong focus on responsible AI, leveraging Databricks Agent Bricks to ensure enterprise-grade governance and observability. IAS remains the only company globally to hold TrustArc Responsible AI, ISO 42001, and Ethical AI certification from the Alliance for Audited Media.
IAS will showcase IAS Agent at CES 2026 from January 5–8, 2026, with a global rollout to all IAS UI customers expected in early Q1 2026 at no additional cost.
