IAS Agent aims to speed campaign activation and insight
Integral Ad Science has introduced IAS Agent, an AI-powered assistant designed to help advertisers activate campaigns more efficiently, surface insights more quickly and optimise performance across channels. The tool draws on more than 15 years of proprietary IAS data and is integrated directly into the IAS user interface.
IAS Agent is positioned as a transparent alternative to opaque AI tools, giving marketers visibility into how recommendations are generated and the ability to act on them with confidence. The company plans to demonstrate the assistant at CES 2026, with a global rollout expected in early Q1 2026 at no additional cost for IAS customers.
Explainable AI built into the IAS platform
Unlike many AI systems, IAS Agent is built around explainable AI principles. Users can hover over recommendations within the interface to see clear explanations of what is being suggested and why. Marketers can then choose to adopt, customise or override those recommendations based on their own objectives.
The assistant is designed to simplify workflows while delivering brand governance and performance insights across publishers and platforms. Its recommendations are based on broad intelligence drawn from IAS datasets, rather than limited training samples.
Product vision and roadmap
Srishti Gupta, chief product officer at Integral Ad Science: "IAS Agent was designed to be a marketer's advertising compass. It guides decisions with clarity and uncovers deep, comprehensive insights that would otherwise remain hidden—turning those insights into action, in real time, so marketers can boost performance instantly. And this is just the start. IAS Agent will continue to expand its agentic capabilities to improve workflow and unlock value through AI supply path insights, tagging activation, and campaign settings assistance. This ongoing innovation reflects our commitment to providing advertisers with the trusted, transparent, and actionable data they need to drive superior campaign results and stay ahead in a complex digital landscape."
Key capabilities for advertisers
IAS Agent includes features aimed at improving efficiency, transparency and activation. These include self-reporting functionality that explains the logic behind each recommendation, full user control over AI-driven suggestions and automated identification of trends across IAS dashboards.
The tool can also generate brand safety and suitability settings with minimal input, helping scale protection across media investments. Initial testing shows efficiency gains of 50 percent. Campaign insights are surfaced up to five times faster through automated pattern recognition, while natural language chat enables guidance during pre-campaign setup without technical expertise.
Agency perspective on performance impact
Jeff Omoregie, executive vice president of unified TAAG at Publicis Media: "In today's complex media landscape, ensuring both brand safety and performance requires a significant investment of time and resources. IAS Agent meaningfully accelerates that process by uncovering deeper insights and enabling teams to act on them instantly. The ability to instantly surface transparent, data-driven recommendations in real time will help reduce ad waste and drive stronger performance outcomes for our clients and their campaigns."
Responsible AI and availability
IAS has positioned IAS Agent within its broader commitment to responsible AI development. The assistant is built using Databricks Agent Bricks and is supported by enterprise-grade governance and observability. IAS holds certifications from TrustArc Responsible AI, ISO 42001 and the Alliance for Audited Media for Ethical AI.
IAS Agent will be demonstrated at CES from January 5 to 8, 2026, and is scheduled to become available globally to IAS user interface customers in early Q1 2026.
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