Global Advertisers Benefiting from 71% Reduction in Wasted Ad Spend on Unsuitable Content When Using AI-Driven Content Block Lists on Facebook and Instagram Feed and Reels

NEW YORK — February 13, 2025 — Integral Ad Science (Nasdaq: IAS), a leading global media measurement and optimization platform, today announced new features and increased global availability for its first-to-market Content Block List optimization solution for ads on Facebook and Instagram Feed and Reels. IAS was selected as the development partner for this solution by Meta in October 2024. 

IAS’s Content Block Lists with Meta now also include nine additional new content categories (to a total of 45 categories) as well as support for six additional languages, bringing the total number of languages to 34. IAS’s optimization solution on Meta offers advertisers the ability to automatically avoid placing ads next to content they deem unsuitable for their brand, as aligned to industry standards. Since going live in October, advertisers using IAS’s Content Block List optimization for Meta have benefited from a 71% decrease in wasted ad spend on unsuitable content.  

“We were excited to be selected as the first provider to develop this solution with Meta and have proven results for leading global advertisers to connect them with their audiences in contextually relevant environments across Meta’s platform,” ​​said Lisa Utzschneider, CEO of IAS. “Our Content Block Lists are improving media quality, helping advertisers safeguard and scale their campaigns.”

Optimization with Content Block Lists provides global advertisers with: 

• • Social Optimization: Social Optimization for Content Block Lists enable advertisers to ensure that impressions are delivered to brand suitable ad adjacencies. This solution empowers advertisers with proactive pre-screen capabilities at the content level on Facebook and Instagram Feed and Reels.   
• • Custom, Dynamic Control: Advertisers can create custom Content Block Lists based on industry-aligned standards and an expansive catalog of contextual categories. IAS Content Block Lists offer more granular control than publisher level block lists and are able to keep pace with content creation to ensure suitability. 
• • Seamless Activation: Advertisers can automatically avoid running next to content they deem unsuitable across Facebook and Instagram Feed and Reels using an easy, one-time activation within IAS Signal.
• • Industry-leading AI-Driven Multimedia Technology: Only IAS analyzes content at the frame-by-frame level, combining image, audio, and text signals for best-in-class accurate classification.
• • End-to-end Campaign Support: Global advertisers can pair Optimization with Total Media Quality for Meta in 34 languages across Facebook and Instagram Feed and Reels to further scale the brand suitability of their digital media investments.

In October 2024, IAS announced the launch of its first-to-market Content Block Lists for Meta, having been selected as the provider to develop this optimization solution. In April 2024, IAS announced the expansion of its Brand Safety and Suitability Measurement product to now include the category of misinformation aligned to industry standards across Facebook and Instagram Feed and Reels. In February 2024, IAS announced the availability of its AI-driven Total Media Quality (TMQ) Brand Safety and Suitability Measurement across Facebook and Instagram Feed and Reels in partnership with Meta to offer advertisers coverage for advanced, industry-leading measurement.

About Integral Ad Science

Integral Ad Science (IAS) is a leading global media measurement and optimization platform that delivers the industry’s most actionable data to drive superior results for the world’s largest advertisers, publishers, and media platforms. IAS’s software provides comprehensive and enriched data that ensures ads are seen by real people in safe and suitable environments, while improving return on ad spend for advertisers and yield for publishers. Our mission is to be the global benchmark for trust and transparency in digital media quality. For more information, visit integralads.com.

Contact: press@integralads.com