Share on LinkedIn
Share on XIAS’s AI-driven measurement and optimisation solutions help brands achieve stronger performance in an increasingly complex digital media landscape. For more than six years, IAS has partnered with X to support advertisers investing on the platform.
Below is an overview of key milestones in this ongoing partnership:
⸻
Recent Developments
From January 2026:
IAS expanded its Brand Safety and Suitability measurement to include X profiles, in addition to the timeline feed, providing broader coverage and deeper insight into ad environments.
From October 2024:
Brand Safety and Suitability measurement became available to advertisers in Japan, alongside existing markets.
⸻
Expansion of AI-Driven Optimisation
From February 2024:
Advertisers in the United States can opt in to pre-bid IAS optimisation on X’s Vertical Video format (also known as Immersive Video). This solution is powered by advanced multimedia technology, analysing image, audio, and text at frame level to classify content accurately and at scale.
Please note:
This pre-bid optimisation is currently limited to the full-screen Vertical Video environment and is not yet available across other X surfaces, such as the timeline, profiles, or search.
⸻
Global Measurement Rollout
Also from February 2024:
IAS expanded its post-bid Brand Safety and Suitability measurement to additional markets, including:
• Australia
• Canada
• New Zealand
• United Kingdom
This allows advertisers in these region (alongside the United States) to access detailed insights into the content surrounding their ads on X’s timeline feed.
⸻
Earlier Milestones
August 2023:
X selected IAS to deliver a Brand Safety and Suitability optimisation solution for its full-screen Vertical Video format. The pre-bid product launched in beta in the United States with a select group of advertisers.
January 2023:
IAS and X introduced Brand Safety and Suitability measurement for text-based content on timeline inventory in the United States. This solution aligns with the Global Alliance for Responsible Media framework, giving advertisers transparent, content-level insights into where their ads appear. These insights can be used to refine platform settings, such as sensitivity controls and keyword block lists.
December 2020
X selected IAS as a preferred partner for independent reporting on ad adjacency and content environments.
2017
IAS began its partnership with X by providing Viewability and Invalid Traffic (IVT) measurement, helping advertisers better understand campaign performance and media quality.
⸻
This continued collaboration reflects a shared commitment to improving transparency, control, and performance for advertisers navigating a rapidly evolving, AI-driven media ecosystem.
