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
Uber spotlights Rs 25 bike rides with music led IPL campaign
Uber uses 15 second music films with Divine and Roll Rida to push Rs 25 rides
MUMBAI: In a season where ads usually swing for sixes with celebrity spectacle, Uber has chosen to play a clever single sharp, fast, and straight to the point. Uber has rolled out a distinctly stripped-down IPL campaign, putting its product Uber Bike rides starting at Rs 25 for up to 3 km front and centre, rather than leaning on big-budget storytelling. The campaign features hip-hop artist Divine in Mumbai and Roll Rida in southern markets, using music as the primary vehicle for recall.
IPL advertising has long been dominated by high-production narratives packed with cricketers and film stars. Uber’s approach flips that playbook. Instead of elaborate storytelling, the brand opts for 15-second music-led films quick, rhythmic bursts designed to mirror the pace of urban mobility itself.
The message is deliberately simple, affordable, fast rides that cut through city traffic. No layered plots, no extended build-up just a functional promise delivered with cultural flair.
In the Mumbai-led film, Divine zips through traffic on an Uber Bike, turning the Rs 25 price point into a hook with his signature wordplay around “pachisi”. The campaign cleverly reframes affordability as a moment of delight, the kind that leaves commuters with a “32-teeth smile” after beating traffic at minimal cost.
Meanwhile, Roll Rida’s version leans into southern sensibilities, blending Telugu and Tamil influences with high-energy visuals. Set to the beat of tape drums, the film celebrates how low-cost rides can unlock a more connected and vibrant city experience. Together, the films reflect a conscious push towards regional authenticity, rather than a one-size-fits-all national narrative.
The campaign also signals Uber’s sharper focus on India’s growing bike taxi segment. While the company offers multi-modal services spanning cars, autos, metro integrations and intercity travel, this push zeroes in on two-wheelers as a key growth lever in dense urban markets.
By anchoring the campaign around a Rs 25 entry price for short distances, Uber is targeting everyday commuters, particularly younger users navigating congested cities where speed and cost matter more than comfort.
With IPL advertising clutter at its peak, even the most straightforward message risks getting lost. Uber’s answer is to embed the proposition within culture using music, regional nuance and repeat-friendly short formats to drive recall. The creative team has also layered subtle visual cues including multiple references to “25” within frames encouraging repeat viewing and reinforcing the core message without over-explaining it.
The campaign reflects a broader shift in advertising priorities. As attention spans shrink and media environments get noisier, brands are increasingly favouring clarity over complexity and speed over scale.
Uber’s IPL play may not shout the loudest, but it lands where it matters in the everyday commute. Because sometimes, in a marketplace full of grand narratives, a Rs 25 ride is story enough.
