Integral Ad Science Receives Industry’s First Ethical AI Certification from Alliance for Audited Media (AAM)

Integral Ad Science (IAS), a top global media measurement and optimization platform, today announced a landmark achievement, becoming the first company in the advertising technology industry to receive the Ethical Artificial Intelligence (AI) Certification from the Alliance for Audited Media (AAM). This pioneering certification underscores IAS’s unwavering commitment to responsible and ethical AI practices across its suite of digital ad measurement products and services.

The certification, built upon AAM’s newly established Ethical AI Framework, rigorously evaluates key areas including disclosure, human oversight, privacy, bias mitigation, and robust risk management. The complete audit process involved a thorough examination of IAS’s AI governance framework, encompassing its policies, AI risk management procedures, and stringent oversight controls. Furthermore, the audit delved into product-level methodologies, verifying the validity of IAS’s approaches and confirming the presence of robust quality control mechanisms around the data feeding its AI models and overall model performance.

“As the first company to receive AAM’s certification for ethical AI use, we are paving the way for the responsible use of AI within the advertising industry as a whole,” stated Kevin Alvero, Chief Compliance Officer at IAS. “AAM has a long history of providing transparency and assurance to the media and advertising industries, and we are pleased to be recognized as a leader in this area.”

IAS leverages AI extensively for prediction, decisioning, protection, and targeting, integrating the power of AI and machine learning (ML) into all aspects of its offerings, including Total Media Quality, Quality Attention, and Fraud Solutions. The company’s AI-powered platform processes an astounding 280 billion interactions daily, delivering critical insights to advertisers and partners at an unprecedented scale.

This certification by AAM further solidifies IAS’s position as a leader in ethical AI, building upon its earlier achievements as an early adopter of TrustArc’s Responsible AI certification and one of the world’s first companies to be ISO 42001 certified for its AI Management System. Notably, IAS is currently the only company to hold both of these distinguished certifications.

Richard Murphy, CEO, president, and managing director of AAM, congratulated IAS, stating, “By certifying to AAM’s framework, IAS is demonstrating how AI can be implemented to drive innovation and efficiency while maintaining trust with advertisers and partners. Their commitment to responsible AI practices backed by independent validation sets a new standard for accountability in the industry.” This certification is expected to instill greater confidence among advertisers and foster a more transparent and trustworthy digital advertising ecosystem.