{"id":345131,"date":"2026-01-07T13:00:00","date_gmt":"2026-01-07T13:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/tackling-challenges-in-social-media-and-digital-video\/"},"modified":"2026-01-07T13:00:00","modified_gmt":"2026-01-07T13:00:00","slug":"tackling-challenges-in-social-media-and-digital-video","status":"publish","type":"post","link":"https:\/\/integralads.com\/apac\/insider\/tackling-challenges-in-social-media-and-digital-video\/","title":{"rendered":"How Industry Experts Are Tackling Challenges in Social Media and Digital Video"},"content":{"rendered":"<h2>From AI-generated content to influencers, why the video-first era is redefining how marketers manage quality and brand risk<br \/>\n<\/h2>\n<p>Every marketer can feel the shift. Budgets are moving decisively toward social media and digital video, and for good reason. These mediums are where attention lives, culture forms, and consumer decisions increasingly happen.<\/p>\n<p>But the moment your ad spend enters social and digital video environments, it\u2019s no longer just executing against a media plan \u2014 it\u2019s handed over to algorithms and content ecosystems that are increasingly unpredictable. In that reality, brand safety and suitability have to be actively protected.<\/p>\n<p>IAS\u2019s <a href=\"https:\/\/integralads.com\/apac\/insider\/the-2026-industry-pulse-report\/\">2026 Industry Pulse Report<\/a>, which surveys nearly 300 industry experts to understand their perspectives on media challenges and opportunities in the coming year, confirms just how concentrated this focus has become. Media experts cite:<\/p>\n<ul>\n<li><b>Digital Video: 88% as a top investment priority<\/b><\/li>\n<li><b>Social Media: 84% as a top investment priority<\/b><\/li>\n<\/ul>\n<p>The industry is clearly all in. But with that commitment comes a new level of responsibility around media quality, a commitment that requires smarter, more adaptive approaches than ever before.<\/p>\n<h2>Media Quality Is Getting Harder to Protect<br \/>\n<\/h2>\n<p>With an <a href=\"https:\/\/www.emarketer.com\/topics\/category\/influencers\">expected<\/a> 14.9% growth in ad spend on social media to reach $306.4 billion in 2026, the pressure on ensuring media quality is intensifying. The volume, speed, and variability of content have outpaced traditional safeguards, leaving marketers exposed in ways that didn\u2019t exist just a few years ago \u2014 think unpredictable AI-generated content and posts going viral by the minute.<\/p>\n<p>According to media experts, some of today\u2019s biggest challenges within social media and digital video include:<\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\">The rapid rise of AI-generated content<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Growing creator and influencer suitability risks<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Ongoing lack of transparency into media quality metrics<\/li>\n<\/ul>\n<p>Each of these issues alone is difficult to manage. Together, they create an environment where static controls simply can\u2019t keep up.<\/p>\n<p>Let\u2019s dive into industry experts\u2019 concerns behind each of these challenges \u2014 and what marketers can do about them.<\/p>\n<h4>Industry Expert Challenge 1: The Rise of AI Generated Content<br \/>\n<\/h4>\n<p>Generative AI has moved quickly from experimentation to everyday content creation. While it brings efficiency and scale, it also introduces new risks that are difficult to identify in real time.<\/p>\n<p>When it comes to <a href=\"https:\/\/integralads.com\/apac\/insider\/the-2026-industry-pulse-report\/\">AI-generated content<\/a>, industry concern is already high:<\/p>\n<ul>\n<li aria-level=\"1\"><b>83% of experts say the increasing amount of AI-generated content on social media is a major concern requiring continuous monitoring<\/b><\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><b>86% say the ability to identify, classify, and avoid AI-generated content on digital video is critically needed<\/b><\/li>\n<\/ul>\n<p><b><\/b><a href=\"https:\/\/integralads.com\/apac\/insider\/power-stronger-performance-on-social-white-paper\/\">The challenge isn\u2019t just volume<\/a>. It\u2019s velocity. AI-driven content can be produced, altered, and distributed faster than legacy tools can respond. Maintaining trust in this environment requires brand suitability tools that can assess content in real-time, not after it\u2019s already run.<\/p>\n<h4>Industry Expert Challenge 2: Influencer Suitability Risks<br \/>\n<\/h4>\n<p>Influencer and creator-led marketing continues to grow at an extraordinary pace. With that growth comes a different kind of suitability challenge, one that extends beyond individual posts or videos. Today, brands are expected to evaluate not only the content, but the creator behind it.<\/p>\n<p>Media experts are clear on how important this has become:<\/p>\n<ul>\n<li aria-level=\"1\"><b>87% prioritize the suitability of the influencer or creator for digital video<\/b><\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><b>82% prioritize influencer suitability for social media content<\/b><\/li>\n<\/ul>\n<p>A single misalignment can undermine brand trust and campaign performance. For example, a finance influencer who touts \u201cget rich quick\u201d tactics could be misaligned with a traditional bank or retirement planning firm. Though both are in the financial industry, the messages they send to their respective audiences are very different.<\/p>\n<p>Success in influencer spaces depends on understanding the full context\u2014who is speaking, what they represent, and how audiences engage with them over time.<\/p>\n<h4>Industry Expert Challenge 3: Lack of Transparency into Media Quality Metrics<br \/>\n<\/h4>\n<p>Even as marketers push for performance and scale, many are still struggling with a basic requirement: transparency.<\/p>\n<ul>\n<li aria-level=\"1\"><b>70% of experts believe a lack of transparency around media quality metrics on social platforms will negatively impact their media spend<\/b><\/li>\n<\/ul>\n<p>When marketers can\u2019t clearly see where ads are running, or why certain inventory decisions are being made, it becomes nearly impossible to invest with confidence. Transparency isn\u2019t a \u201cnice to have\u201d; it\u2019s foundational to effectively investing in social media platforms and within digital video environments.<\/p>\n<h2>Overcoming Media Challenges<br \/>\n<\/h2>\n<p>Many <a href=\"https:\/\/integralads.com\/apac\/solutions\/brand-safety-suitability\/\">brand safety and suitability solutions<\/a> still rely on rigid, binary rules that force trade-offs between scale and control. These static approaches weren\u2019t designed for algorithm-driven environments where content changes moment by moment.<\/p>\n<p>To keep pace, marketers need controls that can:<\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Adapt in real time as content evolves<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Move beyond simple \u201csafe or unsafe\u201d decisions<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Deliver transparency without sacrificing scale<\/li>\n<\/ul>\n<p>Media experts agree on the path forward. In fact, <b>84% of experts say leveraging sophisticated third-party measurement and optimization is essential to effectively addressing AI-generated risks on social media and within digital video<\/b>.<\/p>\n<p>This is where intelligence, not just filtering, makes the difference.<\/p>\n<h2>How IAS Helps Marketers Move Forward with Confidence<br \/>\n<\/h2>\n<p>IAS delivers the advanced, scalable solutions marketers need to protect media quality while still maximizing performance.<\/p>\n<h4>Industry-Leading Multimedia Frame-by-Frame Intelligence<br \/>\n<\/h4>\n<p>Evaluating only the beginning or end of a video is no longer enough. IAS\u2019s classification uses advanced AI to analyze image, audio, and text signals at the frame-by-frame level\u2014processing <strong>more than 72 years of video content every day<\/strong>\u2014to deliver the accuracy required to identify content your brand deems unsuitable and detect emerging risks such as rapidly evolving content trends that may impact brand suitability at scale.<\/p>\n<h4>Customized, Pre-Bid Control<br \/>\n<\/h4>\n<p>IAS\u2019s Social Optimization solution moves beyond one-size-fits-all settings. This AI-powered, pre-bid solution allows marketers to create customized suitability profiles that reflect their unique brand standards and apply them in real time.<\/p>\n<p>The impact is measurable:<\/p>\n<ul>\n<li aria-level=\"1\"><b>65% decrease in brand suitability fail rates just two months after implementation for one advertiser<\/b><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>48% decrease in wasted ad spend on unsuitable content annually for a brand running 1 billion impressions on the platform through efficiencies gained with IAS<\/b><\/li>\n<\/ul>\n<p>Smarter controls don\u2019t just protect brands, they reduce waste and <a href=\"https:\/\/integralads.com\/apac\/insider\/power-stronger-performance-on-social-white-paper\/\">improve overall media performance<\/a>.<\/p>\n<h2>Access an Omnichannel Look at Media Challenges and Opportunities, According to Experts<\/h2>\n<p>The digital video and social media landscape continues to mature, challenging marketers to balance speed with scrutiny and innovation with accountability. With the right tools in place, it\u2019s possible to move fast, see every impression, and ensure your brand is elevated.<\/p>\n<p>To better understand how media experts are thinking about generative AI, CTV, retail media networks, and the future of digital investment, the full picture matters.<\/p>\n<h6>Download IAS\u2019s 2026 Industry Pulse Report to get the complete market intelligence.<br \/>\n<\/h6>\n<p>\t\t\t\t\t<a role=\"button\"><br \/>\n\t\t\t\t\t\t\t\t\tDOWNLOAD<br \/>\n\t\t\t\t\t<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>From AI-generated content to influencers, learn why the video-first era is redefining how marketers manage quality and brand risk.<\/p>\n","protected":false},"author":59,"featured_media":344550,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[302,303,312,768],"tags":[],"class_list":["post-345131","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-safety-suitability-apac-2","category-featured-apac-2","category-proprietary-platforms-apac-2","category-research-apac-2"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.4 (Yoast SEO v26.4) - 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