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Integral Ad Science (IAS) has expanded its AI-powered Meta Content Block List optimisation solution to Threads feed, strengthening brand safety and suitability tools for advertisers as the platform continues to scale globally.
The move builds on IAS’s existing partnership with Meta, which already includes content block list optimisation and Total Media Quality (TMQ) brand safety and suitability measurement across Facebook Feed, Instagram Feed and Reels.
Meta’s Threads platform crossed 400 million monthly active users globally in 2025, underlining its growing relevance for advertisers.
With the latest update, advertisers can now apply content block lists across Facebook Feed, Instagram Feed, Reels and Threads feed through a single activation process. IAS said the lists are refreshed hourly to keep pace with the dynamic nature of social media content.
The solution also enables advertisers to customise content block lists based on brand suitability requirements and contextual preferences using Custom Brand Segments.
Powered by IAS’s Multimedia Understanding Model (MUM), the system analyses image, audio and text signals at a frame-by-frame level to classify content. The tool currently supports 34 languages.
“Our AI-driven, content-level analysis empowers advertisers to drive performance and confidently scale their investments on social platforms with trusted, third-party, independent solutions,” said Lisa Utzschneider, CEO of IAS.
IAS added that advertisers can leverage its Total Media Quality measurement tools to evaluate the effectiveness of content block lists and optimise campaigns in real time.
The company was selected by Meta in 2024 as the first provider to develop an independent optimisation solution for its platforms. It subsequently rolled out Content Block Lists in October 2024, followed by Brand Safety and Suitability Measurement for Threads in October 2025 and AI-driven Contextual Category Reporting in June 2025.
