IAS Announces First-to-Market Partnership with Nextdoor for AI-Powered Pre-Bid Brand Safety and Suitability Optimization
Rhea-AI Summary
Integral Ad Science (IAS) has announced a strategic partnership with Nextdoor (KIND) to provide AI-powered pre-bid brand safety and suitability optimization on the neighborhood network platform. IAS will power Nextdoor's first-party brand safety tool, ensuring ads are delivered in brand-suitable environments across Nextdoor's Newsfeed, which reaches one-third of U.S. households.
The partnership offers advertisers trusted third-party control with pre-bid blocking across 12 industry-aligned categories and 4 risk levels, custom dynamic control in over 90 languages, and AI-driven Multimedia Technology for content classification. Further expansion of the partnership is planned, with Total Media Quality (TMQ) for Nextdoor expected to launch in H2 2025.
Positive
- Partnership provides IAS access to Nextdoor's significant user base covering one-third of U.S. households
- Expansion of services planned with Total Media Quality (TMQ) launch in H2 2025
- First-mover advantage as the premier provider of brand safety tools for Nextdoor
Negative
- None.
Insights
IAS's partnership with Nextdoor creates new revenue channel while enhancing Nextdoor's ad safety capabilities for brands targeting hyperlocal audiences.
This strategic partnership between IAS and Nextdoor represents a significant expansion of IAS's market reach into Nextdoor's platform, which connects to one-third of U.S. households. The deal enhances IAS's position in the brand safety technology space by making them the first provider to offer pre-bid optimization on Nextdoor's growing advertising platform.
The partnership has two distinct phases: immediate implementation of pre-bid Brand Safety and Suitability Optimization, followed by a planned rollout of IAS's comprehensive Total Media Quality (TMQ) solution in H2 2025. This phased approach suggests a calculated strategy to integrate deeply with Nextdoor's platform while creating a long-term revenue stream.
For advertisers, this integration addresses a critical pain point in social media advertising - ensuring brand safety in user-generated content environments. IAS's AI-driven Multimedia Technology will analyze content
This deal positions IAS to capture value from Nextdoor's hyperlocal advertising market, which has unique appeal for businesses targeting specific neighborhoods. For Nextdoor, third-party verification addresses advertiser concerns about brand safety, potentially increasing advertiser confidence and spending on their platform.
The partnership aligns with broader industry trends toward greater transparency and brand safety in digital advertising, particularly as advertisers become increasingly cautious about content adjacency in social media environments.
Agreement Marks First Step Towards Nextdoor's Adoption and Deployment of IAS's AI-driven Total Media Quality Product Suite
IAS's pre-bid Brand Safety and Suitability Optimization uses AI-driven Multimedia Technology to provide advertisers with an additional layer of third-party transparency and suitability for their Nextdoor campaigns. Through this partnership, advertisers with managed accounts can run ads on Nextdoor's Newsfeed, reaching one-third of
"This partnership represents a major milestone in bringing deeper transparency, trust, and control for advertisers spending on Nextdoor," said Jim Egan, SVP of Business Development of IAS. "By combining IAS's AI-driven Multimedia Technology with Nextdoor's strong content moderation capabilities, we're offering a new level of protection and performance for brands engaging in hyperlocal at scale advertising."
IAS's pre-bid Brand Safety and Suitability Optimization for Nextdoor provides advertisers with:
- Trusted Third-Party Control: Nextdoor's brand safety tool, powered by IAS, enables advertisers to apply pre-bid blocking on their social campaigns, against 12 industry-aligned categories and 4 risk levels.
- Custom, Dynamic Control: Advertisers can avoid unsuitable content based on brand specific needs, across mobile and desktop web environments and more than 90 languages.
- Best-in-class Technology: IAS's AI-driven Multimedia Technology, layered with Nextdoor's proprietary moderation systems, enables advertisers to accurately classify content at scale through frame-by-frame analysis, combining image, audio, and text signals.
"At Nextdoor, trust and community go hand in hand—so when it comes to advertising, this isn't optional, it's essential," said Michael Kiernan, Chief Revenue Officer at Nextdoor. "Partnering with Integral Ad Science brings a new layer of trusted, third-party transparency to our platform, giving advertisers the confidence to show up in the right place, at the right time, in front of the right neighbors."
IAS and Nextdoor plan to continue to expand their partnership, with the general availability of Total Media Quality (TMQ) for Nextdoor, inclusive of industry-aligned Brand Safety & Suitability Measurement and Viewability and Invalid Traffic Measurement, expected to be available in H2 2025. Through TMQ for Nextdoor, advertisers can validate their content adjacency with trusted third-party analysis aligned to industry frameworks, and remain confident that they are engaging with local users and maximizing campaign spend.
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.
Media Contact: press@integralads.com
About Nextdoor
Nextdoor (NYSE: KIND) is the essential neighborhood network. Neighbors, public agencies and businesses use Nextdoor to connect around local information that matters in more than 345,000 neighborhoods across 11 countries. Nextdoor builds innovative technology to foster local community, and brands and businesses of all sizes use Nextdoor's proprietary advertising platform to engage with neighborhoods at scale. Download the app and join the neighborhood at nextdoor.com. For more information and media assets, visit nextdoor.com/newsroom.
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SOURCE Integral Ad Science, Inc.
FAQ
What is the partnership between IAS and Nextdoor (KIND) announced in May 2025?
What features does IAS's brand safety tool offer to Nextdoor advertisers?
When will IAS launch Total Media Quality (TMQ) for Nextdoor?
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