Integral Ad Science expands measurement capabilities on Kwai social platform
New brand safety and viewability tools launch for advertisers reaching over 100 million users across Brazil and Indonesia markets.
Integral Ad Science (IAS) expanded its media measurement capabilities on the Kwai social video platform, marking a significant development in digital advertising verification across Latin American and Asia-Pacific markets. The announcement, made five days ago on December 20, 2024, introduces content-level brand safety measurement and invalid traffic detection tools.
The partnership enables advertisers to implement third-party verification across Kwai's platform, which maintains a substantial user base exceeding 100 million monthly active users across Brazil and Indonesia. This development addresses growing demands for transparent measurement in emerging markets where short-form video consumption continues to increase.
Technical specifications of the new measurement suite, called Total Media Quality (TMQ) for Kwai, incorporate artificial intelligence systems designed for frame-by-frame content analysis. The technology processes multiple data signals simultaneously, examining images, audio, and text to classify content according to industry-standard safety parameters.
According to Marcia Byrne, Managing Director for LATAM at IAS, the expansion provides Brazilian and Indonesian marketers with additional verification tools to assess media quality and minimize brand risk exposure. The measurement capabilities now include detailed metrics such as viewability rates, time-in-view measurements, and completion percentages for video advertisements.
The technical infrastructure of the new measurement system operates through IAS Signal, the company's centralized reporting platform. This integration enables daily reporting capabilities, providing advertisers with granular insights into campaign performance and content alignment.
Vitor Yu, General Manager at Kwai for Business LATAM, emphasized the platform's focus on measurement transparency. "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," stated Yu.
The development builds upon an initial partnership announced in August 2023, when both companies first collaborated to enhance advertising transparency on the Kwai platform. The latest expansion introduces specific measurement capabilities for misinformation detection, leveraging IAS's proprietary Multimedia Technology.
Technical implementation details reveal that the system utilizes responsible AI frameworks for content classification at scale. This approach enables automated analysis of video content, providing advertisers with content-level insights aligned with current industry standards for brand safety and suitability.
The measurement suite's deployment across Kwai for Business, the platform's commercial arm, represents a strategic expansion in IAS's international operations. The company, listed on the Nasdaq stock exchange, has positioned this development as part of its broader strategy to establish measurement standards in emerging digital advertising markets.
Statistical context shows the significance of this deployment, as it provides measurement coverage across Kwai's extensive user base in key growth markets. The platform has achieved substantial penetration in Brazil, where it ranks among the most popular free applications for video content sharing.
Technical specifications of the measurement implementation include:
- Frame-by-frame video analysis capabilities
- Multi-signal processing combining audio, visual, and textual data
- Industry-standard alignment for content classification
- Daily reporting functionality through the IAS Signal platform
- Invalid traffic detection systems
- Viewability measurement tools
- Time-in-view tracking mechanisms
- Video completion rate monitoring
The measurement suite operates within Kwai's existing application infrastructure, which supports both iOS and Android operating systems. The platform maintains availability through standard distribution channels including the App Store and Google Play, ensuring broad accessibility for users while implementing these new measurement capabilities.
For advertisers operating in these markets, the development introduces additional verification layers for campaigns running on the Kwai platform. The system provides daily updates on campaign performance metrics, enabling data-driven optimization of advertising placements based on measurement insights.
This technical implementation represents a structured approach to content verification in markets where digital advertising measurement has historically faced challenges with standardization and third-party verification. The deployment of these measurement capabilities aims to address these historical limitations through automated, AI-driven analysis systems.