MAM
IAS launches Curation with Google Ad Manager for brand-suitable inventory
Mumbai: Integral Ad Science (IAS) has introduced IAS Curation in partnership with Google Ad Manager, providing programmatic buyers a deal-based approach to curate inventory directly at the source. This solution is designed to meet advertiser benchmarks for context, brand safety, and viewability, helping drive performance at scale.
IAS Curation enables advertisers to apply avoidance and contextual targeting strategies across Google Ad Manager, consolidating bids on high-quality inventory and targeting relevant content efficiently. Using predictive science, IAS pre-screens and categorizes pages, allowing brands to identify suitable inventory and avoid undesirable content.
“Brand suitability and contextual relevance are top priorities for programmatic buyers who are looking to avoid wasting ad spend on poor quality inventory such as MFA or ad clutter,” said IAS chief product officer Srishti Gupta. “IAS Curation gives programmatic buyers on Google Ad Manager a way to elevate their supply strategy and efficiently maximize returns on their media investments through AI-driven optimisation.”
IAS Curation for Google Ad Manager provides global advertisers with:
1 Customisable inventory: Advertisers running programmatic campaigns can now incorporate IAS enrichment to tailor supply before it reaches their buying platform.
2 Precision targeting: IAS’s natural language processing-powered contextual classification enables advertisers to target only relevant, quality content so advertisers can avoid content their brand does not align with.
3 Quality inventory: With contextual avoidance, brand safety & suitability, and MFA filtration available before it reaches a bidder, advertisers can reduce waste and maximise ROI using AI-driven measurement & optimisation.
The launch of IAS Curation with Google Ad Manager expands IAS’s ongoing collaboration with Google. In June 2024, IAS extended its brand safety and suitability measurement for YouTube to include reporting for Performance Max and Demand Gen campaigns on Google Ads. In 2023, IAS made its Total Media Quality (TMQ) brand safety and suitability measurement available for YouTube Shorts, providing advertisers broader coverage for brand safety.
Brands
Uidai partners with Google to help users locate Aadhaar centres
Verified Aadhaar centres to appear on Maps with services and access info
MUMBAI: Finding an Aadhaar centre may soon be as easy as finding your favourite café. In a move aimed at making public services more accessible, the Unique Identification Authority of India has partnered with Google to display authorised Aadhaar centres on Google Maps. The feature, expected to roll out in the coming months, will allow residents to locate verified centres quickly and confidently.
More than 60,000 Aadhaar centres, including state of the art Aadhaar Seva Kendras, will be mapped. When users search on Google Maps, they will be directed to authorised facilities rather than unverified listings, helping curb misinformation and confusion.
The listings will do more than drop a pin. Users will be able to see the nature of services offered at each centre, whether it is adult enrolment, child enrolment, or limited to address and mobile number updates. Details such as operating hours, parking availability and divyang friendly infrastructure will also be shown wherever applicable.
Uidai CEO Bhuvnesh Kumar, said the collaboration is part of the authority’s continued effort to improve ease of living for Aadhaar holders by making authorised centres simpler and faster to navigate.
The partnership will deepen in its next phase, with Uidai using Google Business Profile to manage information and respond directly to public feedback. Looking ahead, the two organisations are also exploring the option of enabling appointment bookings through the Google Maps interface, potentially allowing residents to plan their visits with greater efficiency.
Google India country head, strategic partnerships Roli Agarwal, said integrating verified Aadhaar centres would help millions access trusted services with confidence, bringing essential government infrastructure closer to the people who need it most.
If all goes to plan, a routine Aadhaar update may soon begin not with a queue, but with a search bar.
