Integral Ad Science has introduced a new AI-driven capability designed to change how marketers analyze, activate, and optimize digital campaigns. The company announced the launch of IAS Agent, an AI-powered assistant that enables advertisers to surface deep campaign insights in real time and improve performance across omnichannel investments. The release is especially significant for the MarTech ecosystem, where transparency, speed, and accountability are increasingly critical as media complexity continues to grow.
Integral Ad Science, traded on Nasdaq under the ticker IAS, said IAS Agent is powered by more than fifteen years of proprietary data and one of the industry’s most comprehensive advertising intelligence datasets. Built directly into the IAS user interface, the assistant is designed to help marketers move faster while maintaining full visibility into how insights and recommendations are generated. IAS plans to demonstrate the new tool at CES 2026 and roll it out globally at no additional cost to customers in early Q1 2026.
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Unlike many AI solutions that operate as opaque systems, IAS Agent is grounded in explainable AI. Marketers can view and understand the rationale behind each recommendation, hover over suggestions for clear explanations, and decide whether to adopt, customize, or override AI-driven guidance. This approach aims to balance automation with human control, allowing teams to protect and optimize high-value campaigns with confidence.
“IAS Agent was designed to be a marketer’s advertising compass. It guides decisions with clarity and uncovers deep, comprehensive insights that would otherwise remain hidden, turning those insights into action in real time so marketers can boost performance instantly,” said Srishti Gupta, Chief Product Officer at Integral Ad Science. She added that IAS Agent will continue to evolve, expanding its agentic capabilities to support workflow automation, AI-driven supply path insights, tagging activation, and campaign setup assistance.
IAS Agent analyzes data across all IAS dashboards to identify patterns and trends automatically, reducing the need for manual analysis. According to the company, early testing shows the assistant can surface campaign insights up to five times faster while improving operational efficiency by roughly fifty percent. The tool also allows marketers to use natural language prompts to streamline pre-campaign setup, lowering the technical barrier for users at different experience levels.
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Industry partners see the launch as a meaningful step forward in reducing ad waste and improving outcomes. “In today’s complex media landscape, ensuring both brand safety and performance requires a significant investment of time and resources,” said Jeff Omoregie, EVP of Unified TAAG at Publicis Media. “IAS Agent meaningfully accelerates that process by uncovering deeper insights and enabling teams to act on them instantly.”
IAS emphasized that responsible AI remains central to its strategy. The company’s agentic capabilities are built using Databricks Agent Bricks and supported by strong governance and observability. IAS also noted it is the only company to hold TrustArc Responsible AI, ISO 42001, and Ethical AI certification from the Alliance for Audited Media.
The launch of IAS Agent highlights a broader industry shift toward AI that is not only powerful, but also transparent and actionable. As advertisers demand clearer insight into performance and protection across increasingly fragmented media environments, tools like IAS Agent are positioned to redefine how intelligence is delivered and applied.
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