The tie-up will hand marketers full control over their campaigns, imparting confidence that they will not be associated with inappropriate content by drawing on a real-time pool of 500bn media quality points, measured and collected by IAS on a daily basis.
In this way the IAS-powered brand safety net will work with content discovery placements powered by Outbrain for the first time, helping to bolster trust and transparency across the network.
As part of the IAS/Outbrain global collaboration marketers will be able to manually exclude unsafe categories direct from their Outbrain dashboard when it launches later in the year.
Gilad de Vries, senior vice president of strategy at Outbrain, said: “A trusted brand-safety partner like IAS is a core component of our strategy of giving brands 100 percent confidence in telling their story across our publisher network, our partnership with IAS is a natural evolution of our total focus on quality and on powering the most premium publisher network globally.”
Jim Egan, vice president of publisher development at IAS, added: “We are excited to empower marketers using the Outbrain platform with our leading brand safety solution. Joining forces with Outbrain allows us to continue to pursue our work in making digital advertising a safe place for brands to grow their businesses.”
IAS has positioned itself in the vanguard of efforts to meet brand demands for greater transparency and custom metrics.