Integral Ad Science (IAS) has expanded its AI-driven Meta Content Block List optimisation solution to Threads feed, extending advertisers’ brand safety and suitability controls across Meta’s social ecosystem.

The move builds on IAS’s partnership with Meta and follows its selection in 2024 to develop an independent optimisation solution for Meta platforms.

The expansion means advertisers can now apply Content Block Lists across Facebook and Instagram feed, Reels and Threads feed through a single activation.

The solution allows advertisers to customise Content Block Lists based on brand suitability and contextual goals, including tailored brand segments designed to reduce ad waste and minimise exposure to unsuitable content. IAS said the system also refreshes content classifications hourly to keep pace with the speed of social media environments.

The offering is powered by IAS’s proprietary Multimedia Understanding Model (MUM), which analyses image, audio and text signals frame by frame to classify content. The company said the tool supports 34 languages, enabling global deployment of brand safety strategies across campaigns.

Advertisers using the solution can also access third-party validation through IAS’s Total Media Quality (TMQ) measurement suite for Meta, allowing brands to assess whether Content Block Lists are functioning as intended and make campaign adjustments in real time.

The expansion to Threads follows IAS’s earlier launches of Brand Safety and Suitability Measurement for Threads in 2025 and AI-driven Contextual Category Reporting for Meta platforms.

Lisa Utzschneider, CEO, IAS, said, “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. We continue to innovate and deepen our relationships with global partners like Meta to provide end-to-end campaign support for advertisers, ensuring they can avoid unsuitable content and maximise their campaign effectiveness.”