Integral Ad Science, a global leader in media measurement and optimization, announced the expansion of Total Media Quality (TMQ) for Meta, introducing third-party, independent Brand Safety and Suitability Measurement for Threads for the first time.
Powered by IAS’s AI-driven Multimedia Technology, which analyzes video, images, audio, and text signals to assess content at scale, the expanded TMQ offering enables advertisers to protect their brand reputation and optimize performance across Meta’s platforms in real time. This launch extends IAS’s comprehensive coverage across Facebook and Instagram Feed and Reels, providing end-to-end transparency and control for advertisers.
“IAS’s AI-driven content-level analysis enables advertisers to drive performance and confidently scale their investments with trusted, third-party, independent measurement,” said Lisa Utzschneider, CEO of IAS. “We continue to innovate and deepen our relationships with global partners like Meta to provide end-to-end campaign support for advertisers across every screen and channel.”
Empowering Advertisers with Independent Measurement on Threads
Meta’s Threads hit over 400 million monthly active users (MAUs) worldwide by August 2025. It keeps growing as a popular platform for community conversations. Advertisers can use IAS’s Brand Safety and Suitability Measurement. It’s a smart, third-party tool. This ensures safe placements for their brands and boosts campaign performance on Threads.
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Key benefits include:
Independent validation – Ensures ads appear alongside safe, suitable content and helps advertisers assess how their Meta Inventory Filters perform against campaign goals within Threads feed inventory.
Granular content insights – Provides visibility into custom suitability settings through the IAS Signal UI, giving advertisers a unified view of performance across platforms.
Industry-aligned classification – Offers transparency across key risk categories and suitability levels, aligned with Global Alliance for Responsible Media (GARM) standards.
AI-powered content analysis – Delivers best-in-class precision through IAS’s frame-by-frame Multimedia Technology, combining image, audio, and text signals for accurate, scalable classification.
Global reach – Supports 34 languages, empowering advertisers to manage brand suitability across diverse markets with consistent measurement and reporting.
Building on a Legacy of Innovation with Meta
The expansion to Threads marks the latest milestone in IAS’s growing collaboration with Meta to deliver industry-first measurement and optimization solutions:
October 2024: IAS launched Content Block Lists for Meta. It became the main provider for this optimization tool.
April 2024: IAS added the misinformation category to its Brand Safety and Suitability Measurement. This change aligns with global standards for Facebook and Instagram Feed and Reels.
February 2024: IAS launched its AI-driven Total Media Quality (TMQ) solution for Facebook and Instagram Feed and Reels. This gives advertisers advanced, third-party measurement tools across Meta platforms.
With Threads added, IAS boosts the standard for measuring AI-powered media quality. This helps advertisers run safer, smarter, and more effective campaigns across Meta’s ecosystem.