iWorld
IAS expands AI-driven brand safety and suitability measurement to Meta
Mumbai: Integral Ad Science (Nasdaq: IAS), a leading global media measurement and optimisation platform, today announced that its AI-driven total media quality (TMQ) brand safety and suitability measurement product is now generally available across Facebook and Instagram feed and reels.
IAS’s new post-bid brand safety and suitability measurement expansion with Meta gives advertisers increased transparency into whether their campaigns are appearing next to safe and suitable content.
“IAS is steadfast in delivering solutions to help marketers measure and optimise performance in dynamic, user-generated social environments like Facebook and Instagram,” said IAS CEO Lisa Utzschneider. “This expansion allows brands to identify higher-quality media and scale across these platforms, signifying another important milestone in helping brands enhance brand equity across the entire digital ecosystem.”
Advertisers can now gain access to:
1. AI-driven classification: IAS measures adjacent posts to an advertiser’s campaign using its Multimedia Technology to provide unique insight into video content through frame-by-frame analysis of images, audio, and text to provide the most accurate measurement at scale.
2. Trust and transparency: The measurement framework is aligned to the Global Alliance for Responsible Media (GARM), providing advertisers with third-party validation with trusted and transparent industry metrics.
3. Third-party validation: Advertisers can understand how their Meta inventory filters are performing for their campaign goals and optimise as needed.
“IAS’s release of Brand Safety and Suitability Measurement across Facebook and Instagram is a meaningful step forward in our continued work to provide transparency and trust across our advertising ecosystem,” said Meta VP client council and industry trades Samantha Stetson. “Responsible marketing is a top priority at Meta – and we are pleased with our continued partnership to bring this important solution to our advertisers.”
Advertisers can leverage IAS Signal, its unified reporting platform that delivers the data and insights advertisers need to easily manage their digital campaigns.
“One of the most important things for us as an advertiser is maintaining the gold standard of brand suitability, and IAS plays a key role in protecting our advertisements from being placed in environments where it’s not safe or doesn’t align to our company values,” said Verizon VP of digital marketing Karyn Johnson. “It’s great to see IAS implementing this additional third-party measurement so we can use their tools to ensure we can reach those objectives across all platforms.”
IAS and Meta’s partnership began in 2016 when IAS launched viewability verification on Facebook. In 2017, IAS expanded its viewability measurement and reporting across Facebook, Instagram, and Facebook’s Audience Network. From 2019, IAS brought its brand suitability offering to Facebook. In 2023, it expanded its measurement capabilities with Meta including Viewability and invalid traffic (IVT) measurement across Facebook and Instagram Reels.
iWorld
Why Peaky Blinders is one of television’s biggest hits that still deserves more attention
Six seasons, multiple awards and the release of Peaky Blinders: The Immortal Man bring the Shelby saga back into the spotlight
In the crowded universe of streaming content, only a handful of shows manage to leave a lasting cultural footprint. Peaky Blinders is overwhelmingly considered one of the biggest global hits of the past decade. Yet many viewers still haven’t fully explored the dark, gripping world of the Shelby family.
Originally produced for the UK’s BBC and later finding a massive global audience through Netflix, the series quietly grew from a British period drama into a worldwide streaming phenomenon.
Created by Steven Knight, the show follows the rise of the Shelby crime family in post-First World War Birmingham. What begins as a gritty street-gang story gradually expands into a sweeping narrative about ambition, politics, power and survival.
At the centre of the saga is Thomas Shelby, portrayed with extraordinary depth by Cillian Murphy. The casting of Murphy is widely regarded as perfect for the role. With piercing eyes, restrained dialogue and an almost hypnotic screen presence, he transforms Shelby into one of the most unforgettable characters in modern screen storytelling.
Murphy’s brilliance lies in his restraint. He rarely shouts or performs theatrically. Instead, a quiet stare, a calculated pause or a subtle shift in expression conveys the emotional storms within the character. Beneath the ruthless gang leader is a war veteran carrying trauma, guilt and loneliness. Murphy captures this complexity with remarkable precision, making Thomas Shelby both terrifying and deeply human.
Beyond its central performance, Peaky Blinders stands out for its unfiltered portrayal of reality. The show does not romanticise crime. Instead, it exposes the harsh social conditions of early 20th-century Britain, from poverty and class struggle to political extremism and the psychological scars left by war.
The series also presents powerful female characters who hold their own within the Shelby empire. Polly Gray, played by Helen McCrory, is the strategic backbone of the family and one of the most formidable figures in the story. Women in the series shape decisions, influence power structures and challenge the rigid social norms of the time.
Across six seasons, the narrative grows dramatically in scale. What begins in the smoky streets of Birmingham evolves into a story involving political conspiracies, fascism and international criminal networks.
The series has also earned significant critical acclaim. It won the BAFTA Television Award for Best Drama Series in 2018 and multiple National Television Awards for Best Drama, cementing its reputation as one of Britain’s most celebrated modern shows.
Another defining feature of the series is its iconic music. The show’s opening theme, Red Right Hand by Nick Cave and the Bad Seeds, became instantly recognisable and widely associated with the Shelby universe. Combined with a powerful soundtrack featuring artists such as Arctic Monkeys and Radiohead, the music helped shape the show’s dark, stylish identity and became hugely popular among fans.
And the Shelby story is not over yet.
In fact, its legacy is unfolding right now. The long-awaited feature-length continuation, Peaky Blinders: The Immortal Man, was released on March 6, 2026, bringing the Shelby universe from streaming screens to cinemas and giving fans a new chapter in the saga.
For viewers who have not yet stepped into this world, the timing could not be better.
Six gripping seasons are ready to binge on Netflix. A new film has just arrived in theatres. And at the heart of it all stands one of the most magnetic performances in modern drama by Cillian Murphy.
So if Peaky Blinders has been sitting on your watchlist for years, this weekend is your moment.
So, by order of the Peaky fookin’ Blinders, consider this your cue to finally step into the ruthless world of Thomas Shelby. Pour yourself a drink, clear your schedule and press the play button. Because when the Peaky Blinders give an order, you listen.
