#Brazil #São Paulo #Integral Ad Science #Kwai #Brand Safety

Integral Ad Science Partners with Kwai for Advertising Innovation

Integral Ad Science (IAS), recognized as a top global media measurement and optimization platform, has recently made headlines with its groundbreaking partnership with Kwai for Business. This collaboration marks the launch of exclusive content-level Brand Safety and Suitability measurement tools specifically tailored for advertisers utilizing the Kwai platform—a leading social media app in Brazil. The partnership not only strengthens IAS's goal of ensuring safer advertising environments but also advances their strategy for international expansion.

A New Era for Advertisers

The introduction of IAS's AI-driven Total Media Quality (TMQ) for Kwai promises to revolutionize advertising strategies for brands looking to enhance media quality and minimize associated risks. Given the profound reach of Kwai, which boasts over 100 million active users in Brazil and Indonesia combined, advertisers can expect improved transparency and reliable insights into their campaign's performance.

Marcia Byrne, IAS's Managing Director for LATAM, expressed enthusiasm over this partnership, noting, “We are excited to enhance IAS's partnership with Kwai for Business, as we empower Brazilian and Indonesian marketers with a best-in-class solution to improve media quality and reduce brand risk.” This collaboration allows advertisers to ensure their messages reach authentic users in environments engineered for brand safety and suitability.

Cutting-Edge Technology at Work

IAS's innovative approach allows advertisers to:

• - Place Ads Next to Higher-Quality Media: Their new measurement technology utilizes sophisticated AI to analyze content meticulously, assessing image, audio, and text for quality compliance and alignment with industry standards.
• - Protect Against Misinformation: Advertisers receive critical insights into their ads’ content, identifying potential misinformation in real time to ensure their brand remains reputable.
• - Access Comprehensive Reporting: Through IAS's Signal platform, advertisers can monitor key metrics such as Viewability, Time-in-View, and IVT Rate, which serve to validate the effectiveness of their ads on Kwai.

Vitor Yu, General Manager at Kwai for Business LATAM, reiterated the importance of this third-party measurement, emphasizing, “Our partnership with IAS equips our clients with the precise insights to understand where their ads are appearing and how they're performing on Kwai so they can continue to meet their campaign goals on our platform.” This transparency is indicative of Kwai’s commitment to fostering a secure advertising landscape that benefits both users and advertisers.

The Road Ahead

The partnership commenced in August 2023, with both companies striving to escalate advertising efficiency while ensuring that brands can trust their visibility and audience engagements. The robust tools offered by IAS in conjunction with the expansive reach of Kwai are set to propel advertisers toward more significant successes, particularly in the dynamic LATAM and APAC markets.

IAS's mission is grounded in advancing trust and transparency within digital media quality, making this partnership a vital stride toward creating a safer advertising ecosystem. With its innovative tools, IAS aims to become the benchmark for quality measurement in the ever-evolving landscape of digital advertising.

In conclusion, this new collaboration underscores a pivotal shift toward increased accountability in the advertising field, where the focus extends beyond mere visibility to encompass overall brand safety and content suitability. Advertisers are now equipped with enhanced capabilities to navigate the complexities of the digital market, fostering a more transparent and efficient advertising experience on Kwai.