Underscores IAS‘s Deep AI Integration to Analyze Billions of Transactions Daily at Scale Enabling Advertisers to Achieve Better Performance Outcomes

Integral Ad Science , a leading global media measurement and optimization platform, announced that it received the first Ethical Artificial Intelligence (AI) Certification from the Alliance for Audited Media (AAM). As the advertising and media industries continue to adopt AI to improve performance and efficiency, there is a growing need for transparency. This certification sets IAS apart from others in the industry for its use of AI, underscoring the company’s high standards of responsible and ethical AI use across its digital ad measurement products and services.

“As the first company to receive AAM’s certification for ethical AI use, we are paving the way for the responsible use of AI within the advertising industry as a whole,” said Kevin Alvero, Chief Compliance Officer at IAS. “AAM has a long history of providing transparency and assurance to the media and advertising industries, and we are pleased to be recognized as a leader in this area.”

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As the advertising and media industries continue to adopt AI to improve performance and efficiency, there is a call for AI to be implemented responsibly. This certification is built on AAM’s Ethical AI Framework and encompasses key areas such as disclosure, human oversight, privacy, bias mitigation, and risk management. The certification process included a thorough audit of IAS’s AI governance framework, including policies, AI risk management processes, and oversight controls. The audit also included examination at the product level to confirm the validity of IAS’s methodologies and verify that robust quality control mechanisms were in place around the data supporting the AI models and overall model performance.

AI is a core pillar of IAS’s long-term strategy, as it enables the company to bring new insights to customers and partners by analyzing data at a scale not previously possible. More than a decade ago, IAS developed a digital advertising platform powered by AI and machine learning (ML) that captures up to 280 billion interactions daily from around the globe. IAS leverages AI for prediction, decisioning, protection, and targeting; and infuses the power of AI and ML into all aspects of its products, including Total Media Quality, Quality Attention, and Fraud Solutions.

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IAS was an early adopter of TrustArc’s Responsible AI certification and one of the world’s first companies to be ISO 42001 certified for its AI Management System. (No other company holds both of those certifications.)

“We congratulate IAS for becoming the first organization to achieve AAM’s Ethical AI Certification,” said Richard Murphy, CEO, president, and managing director at AAM. “By certifying to AAM’s framework, IAS is demonstrating how AI can be implemented to drive innovation and efficiency while maintaining trust with advertisers and partners. Their commitment to responsible AI practices backed by independent validation sets a new standard for accountability in the industry.”