TLDR: Integral Ad Science (IAS) has become the first company in the media industry to receive the Ethical Artificial Intelligence (AI) Certification from the Alliance for Audited Media (AAM). This certification, announced on July 30, 2025, highlights IAS’s commitment to responsible and ethical AI use in its digital ad measurement products and services, which process up to 280 billion interactions daily. The rigorous certification process involved a comprehensive audit of IAS’s AI governance framework, including policies, risk management, and oversight controls, and is based on AAM’s Ethical AI Framework covering disclosure, human oversight, privacy, bias mitigation, and risk management.
New York, NY – July 30, 2025 – Integral Ad Science (NASDAQ: IAS), a global leader in media measurement and optimization, has made history by becoming the first company in the media industry to be awarded the Ethical Artificial Intelligence (AI) Certification by the Alliance for Audited Media (AAM). This groundbreaking achievement, announced today, sets a new benchmark for responsible AI implementation within the rapidly evolving digital advertising landscape.
The certification underscores IAS’s profound commitment to transparency, accountability, and ethical AI practices. The company’s AI and machine learning platforms are central to its operations, processing an astounding 280 billion digital interactions daily. These AI-powered models are integral to IAS’s core products, including Total Media Quality, Quality Attention, and Fraud Solutions, enabling real-time prediction, decision-making, fraud protection, brand safety, and attention measurement for advertisers globally.
The rigorous certification process was built upon AAM’s comprehensive Ethical AI Framework, which meticulously evaluates key areas such as disclosure, human oversight, privacy, bias mitigation, and risk management. The audit involved an in-depth examination of IAS’s AI governance framework, encompassing its policies, AI risk management procedures, and oversight controls across multiple organizational levels. Auditors also scrutinized product-level methodologies, verifying the integrity of IAS’s approaches and confirming the presence of robust quality control mechanisms for both the supporting data and the overall performance of the AI models.
Kevin Alvero, Chief Compliance Officer at IAS, emphasized the significance of this milestone, stating, “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 recognized as a leader in this area.”
Richard Murphy, CEO, President, and Managing Director at AAM, echoed this sentiment, noting, “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.”
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This certification comes at a crucial time as the advertising and media industries increasingly adopt AI to enhance efficiency and performance, leading to a growing demand for transparency and responsible implementation. IAS’s proactive approach to AI governance is further evidenced by its prior achievements, including being 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. This makes IAS uniquely positioned as the only company to hold all three distinctions, solidifying its leadership in ethical AI within the digital media ecosystem.
