IAS’s Multimedia Technology

IAS is innovating brand safety and suitability on social platforms in the advertising industry with the development of cutting-edge, AI-powered, Multimedia Technology. This innovation, which powers Total Media Quality measurement and Social Optimisation, is now deployed across all leading social and video platforms. IAS’s commitment to innovation led to the creation of a frame-by-frame analysis methodology, evaluating videos with precision by processing individual frames, uniquely combining a range of signals including the image, audio, text (including metadata) to produce content analysis and classification. This approach delivers 24% better detection of unsuitable content when compared to often used industry approaches — for example simulating one frame per ten seconds—setting new benchmarks in accuracy.

The work is delivering a huge impact to help solve key challenges caused by the explosion of user-generated video content, inconsistent measurement standards, and platform-specific complexities. The AI-powered solutions integrate image, audio, and text analysis to provide advertisers with superior content classification and safety assurances, while aligning with global industry standards and driving campaigns’ overall performance, increasing efficiency and delivering higher ROI.

Through this innovation, the team has also launched content optimisation solutions for social platforms. In a case study, IAS optimisation technology reduced wasted ad spend on a major social platform by 71%, enabling reinvestment into quality, suitable media.

By pushing the boundaries of using AI for deep, rapid content analysis, Multimedia Technology has equipped brands to confidently scale campaigns, access inventory that aligns with their values, and maintain trust with their audiences.