Integral Ad Science (IAS) this week announced a new partnership with The Global Disinformation Index (GDI). IAS says it is the first ad verification company to help marketers avoid misinformation content based on GDI’s standards.
“This partnership with GDI is a market first, building on our strong brand safety and suitability tools to offer expanded global coverage and to classify more sources of misinformation, which means greater protection for our clients,” said Lisa Utzschneider, CEO, Integral Ad Science.
IAS now protects brands from running ads on sites that GDI has identified for misinformation. GDI is a not-for-profit organisation based in the United Kingdom.
How does it work?
When IAS identifies potential sources of misinformation through its artificial intelligence (AI) algorithm, the sites will be validated by GDI’s assessment of news content and risk.
IAS says it will also add domains that GDI detects organically to ensure the most complete coverage for advertisers. GDI currently covers 18 media markets and six languages globally.
“Our new partnership with IAS is a powerful step forward for digital advertisers, and we’re proud to be part of catalyzing change across the industry to stop the dissemination of disinformation online,” said Clare Melford, co-Founder and Executive Director, GDI. “Working with IAS, our combined strengths will change the way disinformation is detected and avoided, ultimately disrupting the incentives to create it.”