Integral Ad Science (Nasdaq: IAS), the global leader in digital media quality, today announced a new partnership with The Global Disinformation Index ( GDI ), making IAS the first digital campaign verification company to help marketers prevent their ads from appearing on sites identified by GDI as containing disinformation, thereby further protecting brands from having their impressions appear on relevant sites.
From now on, when IAS identifies potential disinformation sources through its artificial intelligence (AI) algorithm, these sites will also be analyzed and validated by GDI’s independent and trusted assessment of the content of these sources, as well as their risk. At the same time, IAS will aggregate the domains that GDI detects organically, ensuring more comprehensive coverage for advertisers. With this proprietary methodology, IAS will now offer even greater protection to its clients on a global scale. In addition, the combination of IAS’ advanced AI capabilities coupled with GDI’s independent assessment of disinformation sources provides advertisers with the necessary confidence that their campaigns are running on quality information platforms and avoiding disinformation sites.
in 18 media markets around lebanon number data the world and in six languages, setting the standard for what constitutes disinformation and working to rebuild trust in media sites around the world by providing automated, real-time risk ratings. The GDI’s risk assessment is based on human analysis , according to the international Journalism Trust Initiative standard, as well as cutting-edge artificial intelligence that indexes millions of pages per week across hundreds of thousands of domains.
On brand risk, according to the latest IAS Media Quality Report (MQR) , brand risk has increased worldwide. As a result, marketers need more advanced tools to protect brand reputations . In this regard, IAS is committed to helping them manage brand risk with the latest tools available and this new partnership with The Global Disinformation Index offers critical new capabilities to achieve this.
“ Our mission to be the market leader in trust and transparency in digital media quality has never been more critical . With brand risk on the rise globally, we are providing highly advanced tools for marketers to safeguard their brands and prevent their campaigns from appearing on news sources labeled as disinformation,” said Lisa Utzschneider , CEO of Integral Ad Science. “Our agreement with GDI is a first for the market, as it builds on our robust brand safety and suitability tools that offer global coverage, as well as the classification of an increasing number of disinformation sources. This means greater protection for our clients.”
“Our new partnership with IAS is a powerful step forward for advertisers in the digital industry and we are proud to be part of catalysing change across the industry to stop the spread of digital misinformation,” said Clare Melford , Co-Founder and CEO of GDI. “Working with IAS, our combined strengths will change the way misinformation is detected and prevented, ultimately helping to circumvent the incentives for creating it.”