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Integral Ad Science has launched an artificial intelligence assistant called IAS Agent that it plans to make available to all users of its ad measurement platform at no extra charge early next year.
The company said IAS Agent will sit inside its existing interface and generate recommendations on campaign set-up, brand safety and performance, which marketers can either follow or override. The software uses what the company describes as explainable AI and presents a rationale for each suggestion.
IAS, which focuses on digital media measurement and verification, plans to demonstrate the tool at the CES technology show. It expects to release IAS Agent globally in the first quarter across its customer base.
Explainable AI focus
IAS Agent integrates directly into the IAS user interface. Users can hover over prompts and see plain-language explanations of each recommendation and the data patterns behind it. This approach contrasts with so-called “black box” systems that do not display underlying reasoning.
Marketers can adjust settings, decline proposed changes or accept them in full. IAS said this structure gives customers oversight of AI-driven changes in campaign parameters while they run paid media activity across publishers and platforms.
The system draws on more than 15 years of IAS data on media quality, fraud and brand safety. The company said this long-running dataset underpins the agent’s recommendations instead of a narrower training set.
The assistant scans dashboards for shifts in viewability, brand safety incidents and performance indicators, then flags emerging trends. It aims to present those trends in near real time, which reduces the time staff spend on manual analysis.
Workflow changes
IAS Agent includes a conversational interface. Users can type natural-language questions about campaign status or set-up. The agent responds with suggested settings or next actions, which marketers can then review.
The company said the tool can propose brand safety and suitability configurations based on limited initial inputs. IAS reported that early testing showed a 50 per cent gain in workflow efficiency for brand protection tasks, although it did not detail volumes or sample size.
IAS also said the agent can surface performance insights several times faster than standard dashboard reviews. The assistant searches across multiple IAS dashboards for patterns that would usually require analysts to run repeated filters and exports.
Srishti Gupta, Chief Product Officer at Integral Ad Science, said the company designed the new product as a decision-support tool for marketers.
“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.
“And this is just the start. IAS Agent will continue to expand its agentic capabilities to improve workflow and unlock value through AI supply path insights, tagging activation, and campaign settings assistance. This ongoing innovation reflects our commitment to providing advertisers with the trusted, transparent, and actionable data they need to drive superior campaign results and stay ahead in a complex digital landscape.”
Agency interest
IAS worked with agency groups on early trials of the assistant in live environments. Media holding companies have been under pressure to cut manual optimisation work while maintaining strict brand safety controls for clients.
Jeff Omoregie, EVP of Unified TAAG at Publicis Media, said IAS Agent addresses the time and resource demands of managing risk and performance.
“In today’s complex media landscape, ensuring both brand safety and performance requires a significant investment of time and resources. IAS Agent meaningfully accelerates that process by uncovering deeper insights and enabling teams to act on them instantly,” said Jeff Omoregie, EVP of Unified TAAG at Publicis Media. “The ability to instantly surface transparent, data-driven recommendations in real time will help reduce ad waste and drive stronger performance outcomes for our clients and their campaigns.”
Responsible AI stance
IAS framed the launch within a broader emphasis on responsible AI in advertising technology. IAS Agent uses the company’s own agent framework and also draws on Databricks’ Agent Bricks infrastructure. IAS said this design maintains governance and observability over how models function within its systems.
The firm holds several third-party certifications related to artificial intelligence. These include TrustArc Responsible AI, ISO 42001 and Ethical AI certification from the Alliance for Audited Media. IAS said these standards support its efforts to maintain transparency, safety and auditability in the way it applies machine learning.
IAS expects IAS Agent to reach all users of its platform in the first quarter. The company plans further extensions, including supply path analysis features and additional tagging and campaign configuration support.
