On October 16, 2025, Integral Ad Science (IAS) announced that it is extending its Total Media Quality (TMQ) platform to cover Meta’s Threads, the company’s new social media channel. The launch introduces a third‑party, independent brand safety and suitability measurement solution that leverages IAS’s AI‑driven multimedia technology to evaluate video, images, audio, and text signals at scale. By providing real‑time, content‑level analysis for Threads, IAS aims to help advertisers protect brand reputation and confidently scale campaigns on the platform.
The announcement notes that Threads has more than 400 million monthly active users as of August 2025, positioning the new measurement offering to serve a large and growing audience. IAS’s TMQ for Meta already covers Facebook and Instagram Feed and Reels; the Threads expansion completes a comprehensive coverage of Meta’s advertising inventory. The move is expected to broaden IAS’s market reach and deepen its partnership with Meta, potentially driving additional revenue from advertisers seeking end‑to‑end measurement across all Meta channels.
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