"We view media quality as an engine for growth. What we hear consistently from brands is, 'Prove to us that media quality drives higher ROI and higher efficiency.' Advertisers increasingly demand verification providers demonstrate concrete performance improvements from premium placements rather than simply protecting against brand safety risks."
"It's a tremendous volume of content. IAS processes around 70 years of digital video content a day across platforms like Meta and YouTube, using this massive scale to train models that more accurately distinguish high-quality media from low-quality media in an increasingly complex content landscape."
"I think that companies that are not truly investing in AI will be left in the dust. It's disrupt or be disrupted. Verification providers must aggressively pursue AI investments to stay competitive as AI-generated content and quality measurement challenges accelerate."
Verification's role in digital advertising is evolving from defensive brand safety to offensive growth engine. Advertisers demand evidence that premium placements improve performance and efficiency. Integral Ad Science processes approximately 70 years of video content daily across platforms including Meta and YouTube, using this scale to train AI models distinguishing high-quality from low-quality media. Defining quality grows increasingly complex with AI-generated content proliferation. Traditional quality signals like video completion rates prove unreliable indicators of brand-appropriate content. Verification providers must continuously adapt quality definitions and measurement approaches as AI generates more content daily. Companies failing to invest significantly in AI risk obsolescence in this rapidly evolving landscape.
Read at AdExchanger
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