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.
MAM
Atomberg rolls out Jackie Shroff-led campaign for smart purifier
Humour-led film highlights adaptive tech, no-AMC model and app features
MUMBAI: Boil it, filter it… or just let Jackie fix it, Atomberg Technologies is tapping nostalgia and wit to make water purification a little less… dry.
In its latest campaign, the brand ropes in Jackie Shroff to reimagine the tone of old-school public service messaging, borrowing cues from the actor’s iconic polio awareness appearances. The result is a humorous, culturally familiar spin that swaps health warnings for smart water habits, turning a typically functional category into something far more watchable and shareable.
The campaign’s hook lies in simplification. Instead of drowning audiences in technical jargon, it uses comedy to break down how Atomberg’s water purifier works, positioning it as an intuitive, everyday solution rather than a complex appliance. The storytelling leans heavily on recall, using nostalgia as an entry point while subtly educating consumers about product benefits.
At the centre of the narrative is the purifier’s adaptive technology. Designed to automatically switch between RO, UV and UF modes based on TDS levels, the system aims to ensure safe drinking water while retaining essential minerals and avoiding unnecessary RO usage. Features such as Taste Tune for customised water output and Vacation Mode for low-maintenance use further underline its focus on convenience.
Beyond the product, Atomberg is also taking aim at the category’s long-standing pain point: opaque service costs. The purifier operates on a no-AMC, pay-per-need model, replacing traditional annual maintenance contracts with a more transparent structure. Backed by a two-year no-cost warranty and continued coverage on replaced parts, the offering is positioned as both cost-efficient and consumer-friendly.
The campaign, therefore, does more than advertise a product, it reframes how it is understood. By blending humour, cultural familiarity and clear product messaging, Atomberg is attempting to stand out in a cluttered market where most communication tends to be either overly technical or easily ignored.
In a space where clarity is often filtered out, this campaign keeps things simple: safe water, smarter tech, and a familiar face delivering the message with a wink.
