IAS LAUNCHES FIRST AI-DRIVEN, INDEPENDENT BRAND SAFETY AND SUITABILITY MEASUREMENT FOR META THREADS

Rhea-AI Summary

Integral Ad Science (Nasdaq: IAS) expanded its Total Media Quality (TMQ) partnership with Meta to provide the first third-party Brand Safety & Suitability Measurement for Threads, announced October 16, 2025. TMQ uses IAS's AI-driven Multimedia Technology to analyze video, images, audio and text at frame level and delivers content-level suitability, industry-aligned classification, and reporting via the IAS Signal UI.

The solution extends IAS pre- and post-bid coverage across Facebook, Instagram Feed and Reels and adds Threads coverage for a platform with more than 400 million MAUs as of August 2025, supporting 34 languages.

Positive

• Adds third-party Brand Safety for Threads (400M MAUs as of Aug 2025)
• Frame-by-frame AI multimedia analysis combining image, audio, text
• Extends TMQ pre- and post-bid coverage across Meta surfaces
• Support across 34 supported languages for global campaigns
• Content-level reporting available through IAS Signal UI

Negative

• None.

Insights

Ad Tech Product Strategist

IAS expands third-party, AI-driven brand safety measurement to Meta Threads, increasing ad-quality coverage and campaign control for advertisers.

IAS delivers content-level, frame-by-frame Multimedia analysis across video, image, audio, and text to extend Total Media Quality (TMQ) measurement to Meta Threads. The product provides third-party validation of adjacency, custom suitability labels in the IAS Signal UI, industry-aligned classifications, and global coverage in 34 languages, enabling advertisers to evaluate and optimize Threads feed inventory alongside Facebook and Instagram placements.

The immediate value rests on independent verification and finer-grained signals that can reduce brand-risk exposure and improve targeting decisions; however, adoption depends on advertiser integration with IAS Signal, acceptance of IAS classifications by agency buyers, and continued platform access. Technical accuracy at scale and how Meta’s inventory filters respond to third-party findings are notable operational risks.

Watch for adoption and measurement uptake over the next 6–12 months and any reported changes in campaign KPI alignment once advertisers run A/B tests using TMQ on Threads. Relevant timestamps include the launch date October 16, 2025 and Meta’s reported August 2025 MAU milestone; earlier product steps occurred in October 2024, April 2024, and February 2024.

Expanded Partnership with Meta Strengthens Brand Protection
  and Maximizes ROI For Global Advertisers

NEW YORK, Oct. 16, 2025 /PRNewswire/ -- Integral Ad Science (Nasdaq: IAS), a leading global media measurement and optimization platform, today announced it is expanding Total Media Quality (TMQ) for Meta to bring third-party, independent Brand Safety & Suitability Measurement to Threads for the first time. Powered by IAS's best-in-class, AI-driven Multimedia Technology, which uses video, images, audio, and text signals to evaluate content at scale, Total Media Quality for Meta helps advertisers safeguard brand reputation and scale campaigns confidently in real time. This launch expands IAS's comprehensive pre and post-bid coverage for Meta, including across 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 is a rapidly growing platform, with more than 400 million MAUs globally as of August 2025. IAS's Brand Safety and Suitability Measurement for Threads provides global advertisers with:

• Third-party validation to ensure safe, suitable content adjacency on Threads, and enable advertisers to understand how their Meta Inventory Filters are performing for their campaign goals on Threads feed inventory and optimize as needed.
• Content-level insights with custom suitability within the IAS Signal UI, IAS's reporting platform that offers advertisers a holistic and unified view of their campaigns.
• Industry-aligned classification with insights across key categories and risk levels.
• AI-powered content analysis using IAS's frame-level Multimedia Technology: Only IAS analyzes content at the frame-by-frame level, combining image, audio, and text signals for best-in-class accurate classification.
• Global scale with coverage across 34 supported languages, offering advertisers a comprehensive and global solution for the platform.

In October 2024, IAS announced the launch of its first-to-market Content Block Lists for Meta, after selection as the primary provider to develop this optimization solution. In April 2024, IAS announced the expansion of its Brand Safety and Suitability Measurement product to now include the category of misinformation aligned to industry standards across Facebook and Instagram Feed and Reels. And in February 2024, IAS announced the availability of its AI-driven Total Media Quality (TMQ) Brand Safety and Suitability Measurement across Facebook and Instagram Feed and Reels in partnership with Meta to offer advertisers coverage for advanced, industry-leading measurement.

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.

Contact: press@integralads.com

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SOURCE Integral Ad Science, Inc.

FAQ

What did IAS announce about Meta Threads on October 16, 2025?

IAS launched third-party Brand Safety & Suitability Measurement for Threads as part of TMQ.

How many Threads users does IAS cite for the Threads coverage (IAS)?

IAS cited more than 400 million MAUs as of August 2025 for Threads.

What content signals does IAS's AI analyze for IAS TMQ on Threads?

IAS analyzes video, images, audio and text at frame-by-frame level.

Which Meta surfaces does IAS now cover with Total Media Quality (IAS)?

TMQ coverage includes Threads, Facebook and Instagram Feed and Reels pre- and post-bid.

How does IAS deliver suitability reporting to advertisers for IAS campaigns?

Suitability and content-level insights are available in the IAS Signal UI reporting platform.

How many languages does IAS support for its Threads Brand Safety measurement (IAS)?

The announcement states coverage across 34 supported languages.