Digital
IAS launches AI-driven brand safety for Meta Threads
MUMBAI: Integral Ad Science (IAS), the global ad verification powerhouse, has stitched together a new layer of protection for advertisers by launching AI-driven brand safety and suitability measurement on Meta’s fast-growing platform, Threads. The move marks the first time advertisers get third-party, independent brand safety checks on Threads, giving marketers peace of mind as they scroll through their media plans.
Backed by its clever total media quality (TMQ) tech, IAS isn’t just skimming the surface. It’s digging deep into video, audio, images and text, frame by frame, to give advertisers crystal-clear content analysis at scale. So, whether a post has a cheeky meme, a trending video or a suspicious-sounding voiceover, IAS’s AI is watching (and listening).
“IAS’s AI-driven content-level analysis enables advertisers to drive performance and confidently scale their investments with trusted, third-party, independent measurement,” said IAS CEO Lisa Utzschneider. “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.”
Threads isn’t just another platform in the Meta empire, it’s a rising star, now boasting over 400 million monthly active users globally as of August 2025. With this new IAS integration, advertisers can finally breathe easy as their campaigns reach wider audiences. The new solution offers third-party validation to ensure ads appear next to safe and suitable content on Threads, with detailed content-level insights available through the IAS Signal dashboard. Advertisers can access industry-aligned classification across risk categories, customise suitability preferences, and assess the performance of Meta inventory filters. Uniquely, IAS’s multimedia tech analyses content at the frame-by-frame level, blending video, image, audio, and text signals, making its classification impressively precise. Even better, it works across 34 languages, giving brands truly global peace of mind.
IAS and Meta have been on a bit of a roll lately. This Threads launch follows a string of brand safety milestones, including content block lists introduced in October 2024 and misinformation safeguards rolled out across Facebook and Instagram earlier this year.
Digital
OpenAI to roll out ads for free ChatGPT users in the US
Criteo tie-up signals shift as OpenAI explores ads to fund growth
CALIFORNIA: OpenAI is set to introduce advertisements for users on the free and Go versions of ChatGPT in the United States, marking a notable shift in how the platform plans to fund its rapid growth.
The move, confirmed by a company spokesperson in a statement to Reuters, follows earlier reporting by The Information and signals OpenAI’s deeper push into advertising as a revenue stream.
At the heart of this rollout is a partnership with Criteo, an advertising technology firm now integrated into OpenAI’s pilot programme. The company provides tools that help advertisers buy placements and sharpen targeting, suggesting that ads shown to users will be increasingly tailored.
According to reports, Criteo has been pitching advertisers on commitments ranging from $50,000 to $100,000, hinting at serious commercial intent behind the experiment. OpenAI has also advised advertisers to supply multiple versions of ad copy and visuals, a move designed to boost visibility and improve campaign performance.
The development comes as OpenAI looks to diversify its income streams. With ChatGPT’s popularity surging globally, the company is grappling with rising costs tied to computing infrastructure, even as competition in the generative AI space heats up.
For users, the change may soon mean a more familiar internet experience, where conversations come with the occasional commercial break.
