IAS launches Curation with Google Ad Manager
November 5, 2024
Integral Ad Science (IAS), the media measurement and optimisation platform, has announced the launch of IAS Curation with Google Ad Manager. IAS will now offer programmatic buyers a deal-based enrichment pathway designed to curate inventory at the source that meets the benchmarks for advertisers across context, brand safety and viewability while driving better performance, at scale.
IAS Curation provides advertisers with actionable data to activate avoidance and contextual targeting strategies across media buys at scale for Google Ad Manager. To maximise brand suitability, advertisers are able to consolidate bidding on inventory and target contextually relevant content to drive efficiency for their ad buys. IAS’s predictive science pre-screens pages and categorises them, enabling brands to seamlessly identify inventory most desirable while avoiding content that is unsuitable.
“Brand suitability and contextual relevance are top priorities for programmatic buyers who are looking to avoid wasting ad spend on poor quality inventory such as MFA or ad clutter,” said Srishti Gupta, Chief Product Officer, IAS. “IAS Curation gives programmatic buyers on Google Ad Manager a way to elevate their supply strategy and efficiently maximise returns on their media investments through AI-driven optimisation.
The launch of IAS Curation with Google Ad Manager is the latest expansion of IAS’s longstanding collaboration with Google. In June 2024, IAS announced the expansion of its Brand Safety and Suitability Measurement product for YouTube to include reporting for Performance Max and Demand Gen campaigns on Google Ads. In 2023, IAS announced the availability of its Total Media Quality (TMQ) brand safety and suitability measurement across YouTube Shorts.