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Artificial Intelligence (AI) is a core pillar of IAS’s long-term strategy, as it enables us to bring new insights to our customers and partners by analyzing data at a scale not previously possible. IAS leverages AI for prediction, decisioning, protection, and targeting, and infuses the power of AI and ML into all aspects of our products. We operate by a set of guiding principles to ensure we use AI responsibly and do not create unintended impacts on our business processes or on the general public.
Today, we are pleased to share that IAS is the first company to earn the Ethical Artificial Intelligence (AI) Certification from the Alliance for Audited Media (AAM). This milestone underscores IAS’s responsible AI integrations to analyze billions of interactions across the digital ecosystem, enabling our customers to achieve better performance outcomes.
This certification distinguishes IAS as a leader in ethical AI governance, highlighting our standards for the ethical use of AI across all of our digital ad measurement products and services.
Why It Matters
As the advertising and media industries adopt AI to improve performance and efficiency, there is a greater need to implement AI responsibly. With this certification, IAS is setting a new standard for responsible AI usage within our industry and digital advertising as a whole.
Moreover, this certification is built on AAM’s Ethical AI framework, encompassing key areas of governance, including:
- Disclosure
- Human Oversight
- Privacy
- Bias Mitigation
- Risk Management
Through a thorough audit of IAS’s governance framework — including policies, AI risk management processes, and oversight controls — this achievement confirms the validity of IAS’s methodologies. It also verifies the robust quality control mechanisms around the data supporting the AI models and overall model performance.
The Path Forward for Responsible AI
AI is at the core of IAS’s technology. More than a decade ago, IAS developed a digital advertising platform powered by AI and machine learning (ML) that captures up to 280 billion interactions daily from around the globe. IAS was also an early adopter of TrustArc’s Responsible AI certification and one of the world’s first companies to be ISO 42001 certified for its AI Management System. (No other company holds both of those certifications.) As more businesses adopt AI into their products and services, IAS will continue to serve as a model for ethical and responsible AI usage.
“By certifying to AAM’s framework, IAS is demonstrating how AI can be implemented to drive innovation and efficiency while maintaining trust with advertisers and partners,” said Richard Murphy, CEO, president, and managing director at AAM. “Their commitment to responsible AI practices backed by independent validation sets a new standard for accountability in the industry.”
IAS leverages AI for prediction, decisioning, protection, and targeting; and infuses the power of AI and ML into all aspects of its products, including Total Media Quality, Quality Attention, and Fraud Solutions. Learn more about our AI-powered measurement and optimization solutions here.
