Integral Ad Science (IAS) has introduced groundbreaking deepfake measurement capabilities, setting new standards for brand safety and suitability verification in digital media investments. This innovative offering, currently in Beta testing, leverages AI-powered technology to help advertisers steer clear of deepfake content and uphold the Global Alliance for Responsible Media (GARM)-defined Brand Safety Floor and Suitability Framework.
IAS’s CEO, Lisa Utzschneider, emphasized the importance of providing marketers with reliable tools to combat the harmful effects of deepfakes and misinformation, especially with the upcoming U.S. elections on the horizon. By combining deepfake signals with IAS’s misinformation categorization expertise, the platform ensures advertisers receive accurate data to protect their brands with up to 74% greater accuracy.
The deepfake technology, developed by IAS’s dedicated team led by SVP of Data Science Kumaresh Singh, employs AI-driven Multimedia Technology for meticulous frame-by-frame analysis. This helps detect visual manipulations like faceswaps in videos and images created by Generative AI technologies, aligning content authenticity with the GARM framework.
IAS’s commitment to providing actionable data aligns with its mission to be the global benchmark for trust and transparency in digital media quality. As the new deepfake detection technology rolls out to select U.S. advertisers, the media measurement platform continues to innovate and collaborate closely with customers to refine its video-first solutions.
For more information on IAS’s misinformation measurement efforts and the latest deepfake detection technology, visit https://integralads.com/misinformation/.
Overall, IAS’s industry-first deepfake measurement capabilities represent a significant step towards safeguarding brands in the digital landscape. By offering advanced tools to address emerging threats like deepfakes and misinformation, the platform remains dedicated to empowering advertisers with reliable data and solutions for a secure online environment.
