Integral Ad Science (IAS) has expanded its AI-powered Meta Content Block List optimisation solution to Threads feed, extending brand safety and suitability controls for advertisers across Meta’s growing social media ecosystem.
The update allows advertisers to apply content block lists across Facebook Feed, Instagram Feed, Reels, and Threads through a single activation process, simplifying campaign management across platforms. The move comes as Threads continues to grow rapidly, with Meta reporting that the platform crossed 400 million monthly active users globally in 2025.
IAS said the solution is designed to help brands avoid unsuitable content placements while improving campaign performance and control. The company noted that content block lists are refreshed every hour to adapt to the constantly changing nature of social media conversations and content.
Advertisers can also customise block lists based on their specific brand suitability preferences and contextual requirements using IAS’s Custom Brand Segments feature.
The technology is powered by IAS’s Multimedia Understanding Model (MUM), which analyses image, audio, and text signals frame-by-frame to classify content more accurately. According to the company, the system currently supports 34 languages across Meta platforms.
Commenting on the expansion, Lisa Utzschneider, CEO of IAS, said the company’s AI-driven content analysis enables advertisers to confidently scale investments across social platforms while maintaining stronger brand safety standards.
IAS also highlighted that advertisers can use its Total Media Quality (TMQ) measurement tools to monitor campaign effectiveness and evaluate whether content block lists are performing as intended during live campaigns.
The expansion further strengthens IAS’s ongoing partnership with Meta around advertising safety and campaign optimisation solutions.
