IAS Launches First Industry Deepfake Measurement Tool

Integral Ad Science, a leading global media measurement and optimization platform, has unveiled the industry’s first deepfake measurement solution. This innovative offering, currently in Beta testing, helps advertisers verify the safety and appropriateness of their digital media investments by using advanced AI technology to avoid adjacency to deepfake content. This solution aligns with the Global Alliance for Responsible Media (GARM) Brand Safety Floor and Suitability Framework’s misinformation category.

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“With the upcoming U.S. elections and growing concerns over deepfakes and misinformation, marketers need reliable tools to protect their brands,” said Lisa Utzschneider, CEO of IAS. “Our new deepfake detection offering provides actionable insights to help advertisers navigate and mitigate these emerging threats.”

The new offering combines deepfake signals with IAS’s misinformation categorization capabilities, leveraging AI-driven Multimedia Technology for frame-by-frame analysis. This approach ensures high accuracy in detecting visual manipulations, including faceswaps in videos and images generated by Generative AI technologies. By aligning with the GARM framework, IAS aims to maintain content authenticity and safeguard brands.

“IAS’s Multimedia Technology provides up to 74% greater accuracy in brand protection across various channels,” said Kumaresh Singh, SVP of Data Science at IAS. “We are committed to refining our deepfake detection technology through rigorous testing and collaboration with our customers to advance video-first solutions.”

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