Integral Ad Science (IAS), a global media measurement and optimisation platform, has broadened its Brand Safety and Suitability Measurement product to incorporate the Global Alliance for Responsible Media (GARM) category of misinformation across Facebook and Instagram Feed and Reels.

This move as a further check as Facebook and Instagram already prohibit ads from running alongside content labelled as misinformation by its third-party fact checkers or that violates its policies.

IAS's tools enable advertisers to evaluate if their ads are running alongside potentially unsuitable content as defined by the GARM framework. The AI-driven Total Media Quality (TMQ) product of IAS includes Brand Safety and Suitability Measurement technology that combines image, audio, and text signals with comprehensive frame-by-frame video analysis to accurately classify content in the feed, at scale.

"We're excited to evolve our TMQ solution to include the GARM category of misinformation which gives marketers more control over their brands' reputations, especially ahead of this year's U.S. elections," said Lisa Utzschneider, CEO of IAS.

IAS is also launching new features and functionality for advertisers across Facebook and Instagram Feed and Reels, including expanded content-level transparency, simplified user experience, and enhanced reporting features.

In February, IAS announced the availability of its AI-driven TMQ Brand Safety and Suitability Measurement across Facebook and Instagram Feed and Reels in partnership with Meta.