Why did the computer go to therapy?
Because it had too many bytes of emotional baggage.
Why did the ad agency go broke?
Because they lost their focus.
Why don’t publicists tell secrets?
They’re afraid it’ll get leaked to the press.
Aaron Jones
EXL
Lead Analyst, Customer Journey Performance
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Emily Grimes
BOND Civil and Utility Construction
Senior Sales Support Marketing Manager
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Jason Tosney
Studio71
Account Executive
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Why Hawk Productions?
Creative Excellence: Transforming ideas into visually stunning narratives.
Tailored Solutions: Customized video content that aligns with your brand’s voice.
Integral Ad Science (IAS), a media measurement company, has announced the development of a new product designed to help advertisers avoid placing ads next to undesirable content on social media platforms like Facebook and Instagram. This new solution, called the “Content Block List,” is being tested in collaboration with Meta (the parent company of Facebook and Instagram) and is intended to offer a more precise alternative to publisher block lists, giving advertisers more control over the types of content their ads appear alongside. The product will be available to all advertisers in early 2025 and is accessible to those using IAS’s existing measurement tools.
This Content Block List is designed to work across Facebook and Instagram’s feeds, as well as their Reels section. It offers the ability to screen content before ad placement, ensuring that ads are displayed in brand-suitable contexts. Additionally, advertisers can create customized block lists based on a wide variety of contextual categories, and IAS will offer full campaign support, which includes Total Media Quality (TMQ) measurement across 28 languages on Facebook and Instagram.
In parallel, IAS is expanding its offerings for TikTok, another major social media platform. The company’s Total Media Quality measurement solution has been extended to TikTok’s profile, search, and following feeds, as well as TikTok Lite ad placements. IAS also announced that they are currently in Alpha testing for a Video Exclusion List solution for TikTok. This new TikTok solution uses AI to analyze video content for sentiment and emotion, helping advertisers avoid placing ads in contexts that may be perceived as negative or unsuitable.
The broader context for these developments is that advertisers are increasingly concerned about the safety and quality of the content their ads appear next to on social media. Social media remains one of the top channels for advertising, but issues around brand safety, misinformation, and harmful content continue to be major concerns. A report from Forrester titled “Bad Ads: All The Ways Ads Misbehave And How To Stop Them” underscores the importance of holding social media platforms accountable for ensuring ad safety and placement quality.
In recent years, IAS has been active in addressing these concerns with products designed specifically for brand safety on social media. Earlier in 2023, the company introduced products aimed at curbing the spread of misinformation on Meta’s platforms, and its Total Media Quality measurement tool has been available across Facebook and Instagram as part of those efforts.
IAS CEO Lisa Utzschneider expressed the company’s enthusiasm for being the first to test the new Content Block List solution with Meta. According to Utzschneider, this solution will help advertisers engage with users in a contextually relevant and brand-safe environment across Meta’s platforms.
In summary, IAS is expanding its product lineup to meet the evolving needs of advertisers on social media platforms like Facebook, Instagram, and TikTok. With tools like the Content Block List and Video Exclusion List, the company is aiming to provide more granular control and greater brand safety for advertisers, while also helping them achieve more precise ad placements. As social media advertising continues to grow, solutions like these will become increasingly important for maintaining the balance between user engagement and brand safety.
