Digital
IAS collaborates with Microsoft Advertising to provide third-party measurement for advertisers
Mumbai: Integral Ad Science (Nasdaq: IAS), a leading global media measurement and optimization platform, today announced it is expanding its collaboration with Microsoft Advertising to provide post-bid third-party brand safety and suitability, viewability, and invalid traffic measurement across Microsoft’s advertiser solutions, including the Microsoft Advertising Platform and Microsoft Invest, which means for the first time, advertisers can benefit from verification reporting on Microsoft’s proprietary audience data, including in-market audiences.
This expanded collaboration will provide advertisers with deeper insights into how they can drive engagement with verified users and run adjacent to brand safe and suitable content through IAS Signal, allowing customers to verify media quality via IAS’s metrics using its unified view of their global campaigns.
“With this first-to-market collaboration, IAS and Microsoft Advertising are driving greater value for our mutual advertising customers, bringing actionable data through independent verification that delivers real outcomes for advertisers,” said IAS CEO Lisa Utzschneider. “Using IAS’s differentiated data, advertisers can have confidence they are driving results, reaching real people, and protecting their brand equity to maximize campaign performance.”
Advertisers can now leverage IAS’s powerful measurement solutions to determine the impact of their native, video, display and CTV campaigns across the Microsoft Advertising ecosystem, which includes all Microsoft owned and operated inventory and direct partnerships.
Via the Microsoft Advertising Platform, an easy-to-use online advertising platform, businesses of all sizes can tap into Audience ads, such as display, native, and video across Microsoft owned and operated sites like MSN, Outlook, Bing, Microsoft 365, and Microsoft Casual Games, as well as trusted third-party publishers like The New York Times, Wall Street Journal, Buzzfeed, and more. Audience ads make it easy to reach your ideal audience in beautiful placements across the web using Microsoft AI.
Via Microsoft Invest, an enterprise-level, omnichannel DSP, advertisers can access expansive and exclusive CTV publisher supply to reach audiences and drive business results on all screens programmatically. With an integrated platform advantage and a focus on data-driven performance, Microsoft Invest offers flexible ways to transact through outcome-based buying, programmatic guaranteed, and market-leading deal curation capabilities.
Additionally, with Microsoft’s proprietary audiences now available in Microsoft Invest, advertisers can reach over 1 billion users programmatically, including millions they may not be reaching anywhere else, tapping into the power of search intent signals and rich user profiles from unique data sources to improve the performance of their campaigns.
“We’re pleased to extend our collaboration with IAS to include new measurement capabilities for our customers. IAS’s technology brings new levels of insights to Microsoft’s audiences across the Microsoft Advertising ecosystem to build on and enhance our offering, as well as reaffirm our long-term commitment to protecting advertisers’ investments and brand,” said Microsoft Advertising corporate vice president Kya Sainsbury-Carter.
In 2020, IAS was selected to be the first platform-wide partner to provide brand safety across the Microsoft Advertising Network, exclusively providing pre-bid brand safety for native ads across desktop and mobile web.
Digital
Ethical AI must benefit society, not dominate it, says WFEB chief Sanjay Pradhan at IAA event
At Mumbai event, ethics expert urges businesses and governments to shape AI responsibly
MUMBAI: Artificial intelligence may be racing ahead at lightning speed, but its direction must still be guided by human conscience. That was the central message delivered by Sanjay Pradhan, president of the World Forum for Ethics in Business (WFEB), during the latest edition of IAA Conversations held in Mumbai.
The session was organised by the International Advertising Association (IAA) and the Artificial Intelligence Association of India (AIAI) in association with The Free Press Journal at the Free Press House on 7 March. Addressing a packed audience, Pradhan called for stronger ethical leadership to ensure AI remains a tool that benefits humanity rather than one that governs it.
“Artificial intelligence has rapidly become one of the most powerful technologies humanity has created,” Pradhan said. “It is unlocking breakthroughs in medicine, science and creativity at a pace unimaginable just a few years ago.”
But he warned that the same technology carries serious risks. AI, he noted, can amplify disinformation faster than facts can travel, compromise privacy, deepen discrimination and disrupt millions of livelihoods. Referencing concerns raised by AI pioneers such as Geoffrey Hinton, often called the godfather of AI, Pradhan stressed that the real challenge is not whether AI will shape the world, but whether humans will shape it with ethics and wisdom.
Structuring his talk around four guiding questions, why, what, how and who, Pradhan introduced the audience to WFEB’s emerging AI Ethics Partnership, a global platform aimed at advancing responsible artificial intelligence. He outlined four priority concerns that demand urgent attention: disinformation, bias and discrimination, data privacy and job security.
To make the idea of ethical AI easier to grasp, Pradhan offered a simple metaphor. Ethical AI, he said, is like a three layered cake. The outer layer represents the visible value ethical AI creates for businesses and society. The middle layer is organisational culture that moves ethics from written codes to everyday practice. The innermost layer, however, is the most crucial, the conscience of individual leaders.
Drawing from Indian philosophical thought through WFEB co-founder Ravi Shankar, Pradhan noted that while artificial intelligence can reproduce stored knowledge, true intelligence is boundless and rooted in conscience, creativity and compassion. Practices such as breathwork and meditation, he suggested, can help leaders develop the calm clarity needed for ethical decision making.
The event also featured a discussion with Maninder Adityaraj Singh, chief of staff and head of innovation at Rediffusion Brand Solutions Pvt Ltd, and Yash Johri, lawyer, Supreme Court of India.
Opening the session, IAA India chapter president Abhishek Karnani, highlighted the need for industries to understand and engage with AI responsibly.
“AI has to be befriended and understood,” added Rediffusion managing director and AIAI national convenor Sandeep Goyal. “Its ethical use will determine whether it becomes a friend or a foe.”
As AI continues to reshape industries and societies, Pradhan ended with a simple but powerful call to action. Businesses, governments and individuals must work together to ensure that the algorithms shaping the future reflect human values rather than just cold logic.
