Integral Ad Science (IAS), a leading global media measurement and optimization company, has become the first in the industry to earn the Ethical Artificial Intelligence (AI) Certification from the Alliance for Audited Media (AAM). This prestigious certification highlights IAS’s commitment to responsible and transparent AI use, especially as adoption of AI increases within advertising and media sectors to boost performance and efficiency.
The certification is based on AAM’s Ethical AI Framework, which addresses critical areas such as disclosure, human oversight, privacy protection, bias mitigation, and risk management. To achieve certification, IAS underwent a comprehensive audit of its AI governance, which examined company policies, AI risk management procedures, and oversight controls. The audit also evaluated IAS’s product-level methodologies, ensuring the data behind its AI models is accurate and that there are robust quality controls around model performance.
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AI is pivotal to IAS’s long-term strategy. Its AI-powered digital advertising platform, built over a decade ago, handles up to 280 billion daily global interactions. IAS uses AI for various purposes including prediction, decision-making, protection against fraud, and targeting, integrating these capabilities deeply into core products like Total Media Quality, Quality Attention, and Fraud Solutions.
IAS has also been an early adopter of other responsible AI certifications, including TrustArc’s Responsible AI certification and ISO 42001 for AI Management Systems, holding the distinction of being among the very few companies with both certifications.
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Richard Murphy, CEO of AAM, praised IAS for setting a new industry benchmark, stating that IAS’s achievement demonstrates how AI can drive innovation and efficiency while maintaining trust with advertisers and partners. He noted that the independent validation of IAS’s responsible AI practices establishes a new standard for accountability in advertising technology.
This certification advances IAS’s leadership position and reflects the growing emphasis on ethical AI deployment in media and advertising, reinforcing transparency and trust as foundational values for the industry’s AI-driven future.
This development was announced on July 29, 2025, confirming IAS’s role as a pioneer in elevating standards around AI use in digital advertising through external validation from a respected industry body.
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