#United States #New York #AI Technology #Integral Ad Science #Nextdoor

Integral Ad Science Partners with Nextdoor for AI-Powered Brand Safety

Integral Ad Science (IAS), a significant player in global media measurement and optimization, has recently announced a groundbreaking partnership with Nextdoor, the neighborhood-focused social media platform. This collaboration marks a substantial shift in how advertisers can leverage brand safety and suitability on social platforms, creating a more secure environment for their campaigns.

Introducing the Partnership

On May 9, 2025, IAS unveiled its strategic alliance with Nextdoor to integrate its AI-driven pre-bid Brand Safety and Suitability Optimization tool into Nextdoor's advertising solutions. This first-to-market initiative signals a commitment by both organizations to enhance transparency and trust in the digital advertising landscape.

The integration aims to empower advertisers to run campaigns that reach a significant audience—one that encompasses roughly one-third of U.S. households—while ensuring that ads are displayed in suitable contexts. This proactive approach offers an additional layer of security for brands concerned about where their ads are positioned.

What This Means for Advertisers

With this partnership, IAS’s pre-bid brand safety capabilities allow marketers to block unwanted content in real-time. Advertisers can customize their campaigns based on their individual requirements by avoiding categories deemed unsuitable, enhancing overall campaign effectiveness. This customization extends across numerous languages and formats, which is particularly beneficial for businesses with diverse target demographics.

Jim Egan, Senior Vice President of Business Development at IAS, emphasized the significance of this collaboration stating, “This partnership represents a major milestone in bringing deeper transparency, trust, and control for advertisers spending on Nextdoor.” By coupling IAS's advanced AI technology with Nextdoor's robust content moderation, the partnership paves the way for enriched protections and enhanced performance for brands engaging in localized advertising initiatives.

Advanced Content Classification Technology

The technological backbone of this partnership is IAS's cutting-edge Multimedia Technology, which performs comprehensive, frame-by-frame analysis to assess content better. This technology evaluates a combination of image, audio, and text signals to ensure accurate classification of advertisements within the context of Nextdoor's platforms. This rigorous approach to content classification aims to meet industry standards while providing marketers with the insights they need to make informed decisions about their campaigns.

Michael Kiernan, Nextdoor’s Chief Revenue Officer, highlighted the importance of trust in advertising, stating, “At Nextdoor, trust and community go hand in hand—so when it comes to advertising, this isn't optional, it's essential.” This sentiment underscores the platform's commitment to fostering a trustworthy environment for both users and advertisers, enhancing the overall user experience while ensuring that brands engage effectively with the local audience.

Looking Ahead: Future Enhancements

The collaboration between IAS and Nextdoor is set to expand further, with plans to roll out the Total Media Quality (TMQ) suite by the second half of 2025. This suite will include functionalities like Brand Safety Suitability Measurement and metrics for Quality Viewability and Invalid Traffic. By continuing to develop these tools, IAS and Nextdoor aim to provide advertisers with even more robust analytics and performance validation, enabling them to invest confidently in local marketing initiatives.

As the digital advertising landscape evolves, the collaboration between IAS and Nextdoor sets a new standard for brand safety and suitability. Advertisers can now approach social advertising with the assurance that their messages will be placed in safe and suitable environments, ultimately maximizing their campaign efficacy.

For more information on the partnership and its implications for digital advertising, please visit IAS’s website at integralads.com or Nextdoor's newsroom at nextdoor.com/newsroom.