Integral Ad Science earns first AAM ethical AI certification
The certification is regarded as a milestone as artificial intelligence becomes more prevalent in the digital advertising sector. The Alliance for Audited Media's framework assesses a company's AI governance, data quality, risk mitigation, bias controls, and oversight processes.
Certification process
The certification is based on the Alliance for Audited Media's Ethical AI Framework. This framework covers areas such as disclosure, human oversight, privacy, bias mitigation, and risk management. The evaluation involved a comprehensive audit of Integral Ad Science's AI governance, including policies, AI risk management procedures, and oversight controls at multiple organisational levels. The auditors also examined the company's product-level methodologies and checked whether effective quality control mechanisms were in place for both the supporting data and the AI models' overall performance.
AI is a central component of Integral Ad Science's approach to digital advertising. The company's AI and machine learning platforms process up to 280 billion interactions each day, integrating AI into products for tasks such as real-time prediction, decision-making, fraud protection, brand safety, and attention measurement. These AI capabilities support solutions such as Total Media Quality, Quality Attention, and Fraud Solutions.
Industry recognition
Integral Ad Science is also the holder of TrustArc's Responsible AI certification and participates in ISO 42001 standards for AI management systems. According to the company, it is one of the few firms globally to hold both of these certifications.
Kevin Alvero, Chief Compliance Officer at Integral Ad Science, said, "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. AAM has a long history of providing transparency and assurance to the media and advertising industries, and we are pleased to be recognised as a leader in this area."
This recognition places an emphasis on transparency and the responsible implementation of AI practices in an industry that increasingly relies on automated data-driven solutions for media measurement and optimisation.
AI in practice
Integral Ad Science's use of AI is built into its long-term strategy, enabling enhanced analytical capabilities for its customers and partners. The company's proprietary digital advertising platform is designed to leverage large-scale data analytics, which supports its offering of actionable media insight for global brands, publishers, and digital platforms.
Richard Murphy, Chief Executive Officer, President, and Managing Director at the Alliance for Audited Media, commented, "We congratulate IAS for becoming the first organisation to achieve AAM's Ethical AI Certification. 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."
Broader context
The certification comes at a time of growing concern about AI's role in critical sectors such as digital advertising. Businesses across the industry are advancing the adoption of algorithmic solutions and machine learning methods to improve operational efficiency and advertising outcomes. In tandem, regulators and industry bodies are calling for strengthened oversight, transparency, and accountability in the use of such systems.
The Ethical AI Certification from the Alliance for Audited Media is designed to recognise and encourage industry practices that align with responsible AI governance, transparency, and bias mitigation, with the intention of setting a benchmark for ethical standards in media and advertising.
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