Advertisers to Benefit from New Safeguards
Including Viewability and Invalid Traffic Measurement with IAS's
Total Media Quality for Kwai
NEW
YORK, Dec. 19, 2024 /PRNewswire/
-- Integral Ad Science (Nasdaq: IAS), a leading global media
measurement and optimization platform, today announced exclusive
first-to-market content-level Brand Safety and Suitability
measurement for advertisers on Kwai for Business, the commercial
platform of Kwai - one of the most popular social media video apps
in Brazil. In addition, IAS is
launching its AI-driven Total Media Quality (TMQ) for Kwai product
suite to provide advertisers with industry-leading Viewability and
Invalid Traffic (IVT) Measurement.
This partnership with Kwai supports IAS's long-term
international expansion strategy. Advertisers focused on LATAM and
APAC markets now have an additional layer of trusted, third-party
transparency. In Brazil and
Indonesia alone, they will be able
to reach a base of over 100 million monthly active users.
"We are excited to enhance IAS's partnership with Kwai for
Business, as we empower Brazilian and Indonesian marketers with a
best-in-class solution to improve media quality and reduce brand
risk," said Marcia Byrne, Managing
Director for LATAM at IAS. "Now, advertisers have additional
assurance that their ads on Kwai reach real users in brand-safe and
suitable environments."
IAS's TMQ for Kwai empowers advertisers to:
- Place Ads Next to Higher-Quality Media: Powered by
IAS's Multimedia Technology, IAS Brand Safety and Suitability
Measurement for Kwai utilizes responsible AI for frame-by-frame
analysis, combining image, audio, and text signals to accurately
classify content at scale, including misinformation, aligned to
industry standards.
- Protect Their Ads Against Misinformation: Gain
content-level insights aligned to industry standards—including
Misinformation.
- Access Enhanced Reporting: Through trusted,
third-party daily reporting in IAS Signal, IAS's unified reporting
platform, advertisers can ensure their ads are driving engagement
and reaching real users with key metrics including Viewability,
Time-in-View, Percent Completed, IVT Rate, and more.
"Third-party measurement is critical to Kwai, and demonstrates
our commitment to building a safe environment and providing
advertisers with the right tools they need to grow with Kwai," said
Vitor Yu, General Manager at Kwai
for Business LATAM. "Our partnership with IAS equips our clients
with the precise insights to understand where their ads are
appearing and how they're performing on Kwai so they can continue
to meet their campaign goals on our platform."
In August 2023, IAS and Kwai
announced the launch of their partnership to bring greater
transparency to advertisers on the platform.
About Integral Ad Science
Integral Ad Science (IAS) is a leading global media measurement
and optimization platform that delivers the industry's most
actionable data to drive superior results for the world's largest
advertisers, publishers, and media platforms. IAS's software
provides comprehensive and enriched data that ensures ads are seen
by real people in safe and suitable environments, while improving
return on ad spend for advertisers and yield for publishers. Our
mission is to be the global benchmark for trust and transparency in
digital media quality. For more information, visit
integralads.com.
About Kwai & Kwai for Business
One of the most popular free apps in Brazil, Kwai allows users to create their own
content and share videos online in an easy, inclusive and
accessible way. With a mission to make people shine, Kwai believes
that all of life's little moments are worth sharing and is
available for iOS and Android systems, in the App Store and Google Play. Kwai for
Business is Kwai's commercial platform, which brings resources and
tools for companies to develop and insert sponsored content in the
application. With advanced technology and products, Kwai for
Business can meet the marketing needs of brands at different stages
of campaigns. Learn more
at: kwai.com and www.kwai.com/business.
Contact: press@integralads.com
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SOURCE Integral Ad Science, Inc.