Integral Ad Science (IAS), a global media measurement and optimization platform, has announced a partnership with Pinterest to offer enhanced transparency for advertisers using Pinterest’s in-app feed. This collaboration will leverage IAS’s AI-driven Total Media Quality (TMQ) Brand Safety and Suitability product.
IAS is introducing new features for advertisers on Pinterest, including trusted campaign insights consistent with the Global Alliance for Responsible Media (GARM) standards for Brand Safety. This new offering provides third-party campaign insights backed by industry metrics to help brands safeguard and scale their presence on Pinterest.
Lisa Utzschneider, CEO at IAS, said: “Marketers are looking for brand safe destinations to reach highly engaged audiences across demographics as they look to safeguard and scale their brands. The launch of our AI-driven Total Media Quality for Pinterest reaffirms our commitment to giving advertisers the confidence that their spend is being allocated towards appropriate environments.”
The TMQ for Pinterest, powered by IAS’s AI-driven Multimedia Technology, enables advertisers to classify pins at scale through frame-by-frame analysis, combining image, audio, and text signals to protect and grow their brands. Advertisers and agencies will gain access to daily reporting on brand safety pass rates, viewability rate, time-in-view, and more, ensuring ads drive engagement and reach real users in brand-safe environments.
The Brand Safety Measurement for Pinterest will be available in 39 countries across 40 languages, providing global coverage for advertisers. Additionally, advertisers will have access to Viewability, Invalid Traffic (IVT), and Brand Safety Measurement through IAS Signal, a unified reporting platform offering essential data and insights for managing digital campaigns.
Bill Watkins, CRO at Pinterest, said: “In partnership with IAS, we are excited to offer brand safety to our customers and give them greater confidence in their advertising strategies through best-in-class technology. Pinterest is committed to providing a shoppable, positive platform for consumers, and our work with IAS will ensure advertisers can engage with the right audiences as they move from inspiration, to consideration, to conversion.”
IAS’s Brand Safety, Viewability, and Invalid Traffic Measurement are now available for Pinterest, with Brand Suitability Measurement coming soon.
The partnership between IAS and Pinterest is a significant step towards ensuring brand safety and suitability in digital advertising. By integrating AI-driven tools and comprehensive metrics, this collaboration offers advertisers robust protection and actionable insights, enhancing their ability to run effective and secure campaigns on Pinterest.
