IAS partners with The Global Disinformation Index for brand advertising safety

Advertising verification firm, Integral Ad Science (IAS) has partnered with The Global Disinformation Index, making IAS the first ad verification company to help marketers avoid misinformation content based on The Global Disinformation Index standards. Building on IAS’s commitment to brand safety and suitability, the partnership is intended to further protect brands from running ads on sites that have been identified for misinformation.

When IAS identifies potential sources of misinformation through its artificial intelligence algorithm, these sites will now also be validated by The Global Disinformation Index (GDI) trusted and independent assessment of news content and risk. IAS will also add domains that GDI detects organically to ensure the most complete coverage for advertisers, giving advertisers confidence that their campaigns run on quality news platforms and avoid misinformation sites.

According to the latest IAS Media Quality Report (MQR), brand risk has increased globally, with marketers requiring more advanced tools to protect brand reputation.

GDI is a trusted third-party that sets the standard for what qualifies as disinformation and focuses on restoring trust in media sites around the world by providing real-time automated risk ratings. The GDI’s risk assessment is built from human-powered analyses, based on the international Journalism Trust Initiative standard, alongside AI that catalogues millions of pages per week across hundreds of thousands of domains. GDI currently covers 18 media markets and six languages globally.

Our mission to be the benchmark for trust and transparency in digital media quality has never been more critical. With the rise of brand risk globally, we’re providing highly advanced tools for marketers to safeguard their brands and avoid misinformation content. This partnership with GDI is a market first, building on our strong brand safety and suitability tools to offer expanded global coverage and to classify more sources of misinformation, which means greater protection for our clients.

Lisa Utzschneider, CEO, Integral Ad Science