{"id":347078,"date":"2026-04-16T13:30:00","date_gmt":"2026-04-16T13:30:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/why-brand-safety-on-social-is-no-longer-enough\/"},"modified":"2026-04-16T13:30:00","modified_gmt":"2026-04-16T13:30:00","slug":"why-brand-safety-on-social-is-no-longer-enough","status":"publish","type":"post","link":"https:\/\/integralads.com\/apac\/insider\/why-brand-safety-on-social-is-no-longer-enough\/","title":{"rendered":"Why Brand Safety on Social Is No Longer Enough"},"content":{"rendered":"\t\t
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Social media isn’t just <\/span>a<\/span><\/i> channel anymore. It’s <\/span>the<\/span><\/i> channel.\u00a0<\/span><\/p>

In 2026, social media ad spend is expected to exceed <\/span>$317 billion globally<\/span>,<\/span><\/a> making it the largest advertising channel. But <\/span>more than half<\/span><\/a><\/span> of U.S. marketers say social poses the greatest brand safety risk, which may be especially prevalent as more shoppers turn to social to make purchase decisions. The pressure is on to reach consumers in the moments that matter, without sacrificing suitability, wasting spend, or putting brand reputation at risk.\u00a0<\/span><\/p>

The result?<\/span><\/p>

A\u00a0 landscape where brands are spending more on social than ever before, but with a need for third-party transparency.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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How does Total Media Quality (TMQ) solve the social transparency gap?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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IAS’s Total Media Quality (TMQ) approach was built on a unique premise: that advertisers deserve an independent, agnostic view of every impression across every social platform. Building on what platforms report about themselves, TMQ delivers insights across brand safety, suitability, viewability, and invalid traffic – covering 15+ platforms from a single source.\u00a0<\/span><\/p>

TMQ isn\u2019t just about knowing more. These insights translate directly into better performance on social. Brands using IAS Social Optimization alongside TMQ measurement have driven 23% more engagement <\/strong>and decreased platform CPMs by 6% <\/strong>(Case study: U.S. entertainment brand leveraging IAS Social Optimization, June 2025)<\/em>\u00a0\u2014 outcomes that emerge directly from having real transparency into where social ads are actually landing.<\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Beyond insurance: The shift to social intelligence.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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For years, brand safety was treated like an insurance policy\u2014a cost you paid hoping you\u2019d never have to use it. That model is now obsolete.<\/span><\/p>

In a landscape where AI-generated content can impersonate public figures or brands in milliseconds, winning brands are investing in granular, real-time intelligence. They don’t just want to know they are safe; they want the data to prove their media is working across every platform, every\u00a0 impression, and every campaign.<\/span><\/p>

That is the standard IAS was built to deliver.<\/b><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Want to learn more? Dive deeper into <\/span>IAS Social Optimization<\/span><\/a><\/span> and <\/span>Total Media Quality<\/span><\/span><\/a>.\u00a0\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

The brands winning on social in 2026 aren’t relying on defaults. They’re investing in independent, real-time intelligence \u2014 across every platform, every impression, every campaign. That’s the standard IAS was built to deliver.Learn more about IAS Social Optimization and Total Media Quality here.<\/p>\n","protected":false},"author":59,"featured_media":346702,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[303,847,312],"tags":[],"class_list":["post-347078","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-featured-apac-2","category-products-apac","category-proprietary-platforms-apac-2"],"acf":[],"yoast_head":"\nWhy Brand Safety on Social Is No Longer Enough - Integral Ad Science<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/apac\/insider\/why-brand-safety-on-social-is-no-longer-enough\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why Brand Safety on Social Is No Longer Enough\" \/>\n<meta property=\"og:description\" content=\"The brands winning on social in 2026 aren't relying on defaults. 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