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
KKR sixes to power EV charger rollout under VIDA campaign
Cricket meets clean mobility as big hits spark India’s charging growth
NEW DELHI: VIDA, the electric mobility arm of Hero MotoCorp, has teamed up with Kolkata Knight Riders to launch a campaign that turns cricketing flair into real-world impact.
Titled ‘6 for 6’, the initiative promises to install a 6kW fast EV charger for every six hit by KKR during the ongoing Indian Premier League season. The idea is simple but powerful, as each big hit on the field contributes directly to expanding India’s fast-charging infrastructure.
The campaign builds on VIDA’s growing network, which already spans over 5,300 fast-charging points across more than 430 cities. With EV adoption gaining pace, the brand is using cricket’s mass appeal to accelerate both awareness and infrastructure growth.
Explaining the thinking behind the move, Hero MotoCorp emerging mobility business unit chief business officer Kausalya Nandakumar said, “Cricket has an incredible ability to unite and inspire millions across the country. With the ‘6 for 6’ campaign, we are turning every big hit on the field into a step towards a cleaner and a more accessible mobility future.”
She added that VIDA’s expanding fast-charging network and removable battery technology are designed to make EV ownership more convenient and practical for everyday users.
From the franchise’s side, the campaign is also about giving on-field moments a larger purpose. Kolkata Knight Riders chief executive officer Venky Mysore said, “The ‘6 for 6’ campaign exemplifies the potential of sport as a platform for meaningful, real-world impact. By linking every six to the expansion of EV charging infrastructure, this partnership transforms fan excitement into tangible progress.”
As part of the rollout, VIDA has introduced co-branded charging stations in KKR’s signature colours, with a flagship installation unveiled alongside team players. The chargers are designed for quick top-ups, powering VIDA scooters from zero to 80 percent in about an hour, while also being positioned along key highways to support longer journeys.
The initiative also taps into VIDA’s removable battery system, which allows users to charge using standard household plug points, adding flexibility to the charging ecosystem.
By blending the thrill of cricket with the urgency of clean mobility, VIDA and KKR have found a neat way to make every six count twice, once on the scoreboard and again on India’s road to an electric future.
