IAS and Pinterest launch Total Media Quality measurement for advertisers

Integral Ad Science (IAS) and Pinterest this week announced the launch of Total Media Quality (TMQ) measurement for Pinterest, introducing a comprehensive suite of tools designed to enhance advertisers' ability to safeguard their brands and optimize ad placements on the popular visual discovery platform.

According to the announcement from IAS, the new offering includes Brand Safety and Suitability Measurement, Viewability Measurement, and Invalid Traffic Detection. These features aim to provide marketers with detailed insights into their advertising performance and content adjacency on Pinterest, addressing the growing need for transparency and quality assurance in digital advertising.

The Brand Safety and Suitability Measurement component of TMQ for Pinterest utilizes IAS's proprietary Multimedia Technology, which employs artificial intelligence and machine learning algorithms to analyze content on a frame-by-frame basis. This technology combines image, audio, and text signals to accurately classify pins at scale, offering advertisers a nuanced understanding of the context in which their ads appear.

One of the key features of the Brand Safety and Suitability Measurement is its ability to provide pin-level insights. Advertisers can now access detailed reports on brand safety and suitability pass rates, as well as risk levels associated with content adjacency. This granular level of information allows marketers to make more informed decisions about their ad placements and ensure alignment with their brand values.

The global reach of this new measurement tool is significant, with support for over 50 languages. This extensive language coverage enables multinational brands to maintain consistent brand safety standards across diverse markets and cultural contexts.

In addition to brand safety measures, the TMQ suite includes Viewability and Invalid Traffic Measurement. These tools are designed to help advertisers ensure that their ads are not only appearing in suitable contexts but are also being viewed by real users. The daily reporting provided by these features includes metrics such as viewability rate, time-in-view, and invalid traffic rate, offering a comprehensive picture of ad engagement and effectiveness.

The introduction of TMQ for Pinterest comes at a time when digital advertising platforms are facing increased scrutiny regarding ad placement and user engagement. With the proliferation of user-generated content on social media platforms, ensuring brand safety has become a paramount concern for advertisers. Pinterest, known for its visual discovery capabilities and user-curated boards, presents unique challenges and opportunities for brands looking to engage with its audience.

The partnership between IAS and Pinterest addresses several key issues in the digital advertising ecosystem:

1. Content Adjacency: By providing pin-level insights, advertisers can better understand the specific content their ads are appearing alongside, minimizing the risk of association with inappropriate or brand-damaging material.
2. Ad Fraud: The Invalid Traffic Measurement helps detect and mitigate the impact of non-human traffic, ensuring that ad budgets are spent on reaching real users.
3. Ad Viewability: By measuring factors such as time-in-view, advertisers can gauge the actual exposure of their ads to users, helping to optimize ad placement and creative strategies.
4. Global Consistency: With support for over 50 languages, the tool enables brands to maintain consistent safety standards across different regions and markets.
5. Transparency: The comprehensive reporting offered by TMQ provides advertisers with a clearer picture of their advertising performance on Pinterest, fostering trust and enabling data-driven decision-making.

The technical implementation of TMQ for Pinterest leverages IAS's expertise in ad verification and measurement. The use of AI-driven Multimedia Technology for content classification represents a significant advancement in the field, moving beyond simple keyword analysis to a more holistic understanding of content across multiple modalities.

This launch is part of a broader trend in the digital advertising industry towards greater accountability and transparency. As advertisers increasingly demand verifiable metrics and assurances of brand safety, platforms and third-party measurement providers are developing more sophisticated tools to meet these needs.

For Pinterest, the partnership with IAS and the introduction of TMQ could potentially attract more advertisers to the platform, particularly those who have been hesitant to invest in social media advertising due to brand safety concerns. The ability to offer detailed, third-party verified measurement may enhance Pinterest's appeal as an advertising destination, especially for brands in sensitive industries or those with strict content guidelines.

From a user perspective, the implementation of these measures is likely to be largely invisible. However, it may result in a more curated advertising experience, with ads potentially better matched to the content users are engaging with on the platform.

As the digital advertising landscape continues to evolve, the introduction of Total Media Quality measurement for Pinterest marks a significant step towards creating a more transparent and brand-safe environment for advertisers on the platform.

Key facts

IAS and Pinterest launched Total Media Quality (TMQ) measurement for Pinterest on September 8, 2024.

TMQ includes Brand Safety and Suitability Measurement, Viewability Measurement, and Invalid Traffic Detection.

The tool provides pin-level insights on brand safety and suitability.

IAS's Multimedia Technology uses AI to analyze content frame-by-frame, combining image, audio, and text signals.

The measurement is available globally and supports over 50 languages.

Daily reporting includes metrics such as viewability rate, time-in-view, and invalid traffic rate.

Advertisers can access the tool by contacting IAS at PinterestSupport@integralads.com