Step by step, AI is finding its feet in the digital advertising world. The latest step — protecting brand equity while simultaneously driving performance.
IAS is positioning artificial intelligence as central to meeting this challenge, embedding it within its verification and optimization solutions.
The goal, according to its chief executive, is to provide advertisers with the clarity needed to ensure every dollar spent contributes effectively to campaign outcomes, particularly within programmatic channels often perceived as opaque.
AI is ‘lifeblood’ of verification
For IAS, artificial intelligence isn’t just a buzzword but a foundational technology integrated across its product suite for years, Lisa Utzschneider, CEO, Integral Ad Science in this video interview with Beet.TV.
“AI is in the lifeblood of the company. Science is actually in our name,” she said. “And at IAS, we’ve been leveraging AI for years for our products. Actually, the majority of our products are leveraged and powered by AI.”
eMarketer predicted AI-powered media buying will take an even bigger share of media sales in 2025.
Utzschneider highlighted two specific AI-powered products as key differentiators:
- Total Media Quality (TMQ) — functions as a multimedia classification technology, analyzing video, image, audio, and text within the live feeds of social platforms to assess brand safety and suitability
- Context Control — provides contextual targeting capabilities for advertisers.
Utzschneider said AI remains central to the company’s innovation pipeline and internal operations. “I actually took a look at our new product roadmap in 2025, and we continue to leverage AI for our new products,” she stated.
The also company recently launched its AI-driven Total Media Performance™ (TMP) solution, aiming to blend media quality metrics with optimization capabilities to boost campaign results and provide transparency across the supply path.
Applying AI to CTV and social feeds
After acquiring connected TV ad platform Publica, Utzschneider said IAS is “|playing a long game” on CTV.
IAS remains “bullish on all things related to CTV” and plans continued investment in solutions designed to bring clarity to this rapidly expanding channel, she said.
Navigating the future of digital advertising requires continuous adaptation and learning, according to Utzschneider. She described IAS’s approach as centered on a “test and learn culture,” leveraging AI and machine learning to enhance accuracy for brands.
“It’s an incredibly dynamic, evolving landscape, and what’s so important is we stay ahead of the puck at IAS,” she said.
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