Integral Ad Science has expanded its Meta Content Block List optimisation tool to the Threads feed, extending its existing work with Meta across Facebook and Instagram placements.
The addition brings Threads into a broader set of ad controls and measurement products that IAS already provides across Meta services. These include content block list optimisation and brand safety and suitability measurement for Facebook and Instagram Feed and Reels, as well as measurement for Threads.
Threads has become a bigger focus for advertisers as its audience has grown. IAS said the social network reached more than 400 million monthly active users globally in 2025, giving brands another large Meta-owned environment in which to manage where their ads appear.
The expanded product is part of IAS's Social Optimisation offering and is designed to let advertisers exclude content they consider unsuitable in Threads feeds. Advertisers can use custom brand segments and other settings to match their own suitability standards and contextual requirements.
The system is designed as a one-time activation across Facebook and Instagram Feed, Reels and Threads, with content refreshed every hour. That process is intended to keep pace with the volume and speed of material posted across social media feeds.
The underlying classification system analyses image, audio and text signals at frame level. It uses IAS's Multimedia Understanding Model and supports 34 languages, allowing multinational advertisers to apply the same approach across markets.
Meta selected IAS in 2024 as the first provider to develop an independent optimisation product for its platforms, according to the company. Since then, the partnership has widened from content block lists to additional measurement and reporting tools tied to brand safety and contextual analysis.
Measurement tools
That expansion has included the launch of content block lists for Meta, contextual category reporting, and brand safety and suitability measurement for Threads. The latest step adds pre-bid-style control over ad adjacency on Threads, alongside measurement tools intended to check whether campaign settings are working as expected.
Advertisers can validate the effectiveness of their content block lists through Total Media Quality brand safety and suitability measurement for Meta. The product is intended to help brands review delivery during campaigns and adjust settings while campaigns are running.
Independent verification and ad placement controls have become more important for advertisers on social media platforms, where user-generated content changes rapidly and brands often want tighter control over adjacency. In response, platforms have worked with external measurement and verification providers as marketers seek more transparency over placement and suitability.
Lisa Utzschneider, Chief Executive Officer, IAS, said the expansion would help advertisers scale spending on social platforms with more confidence.
"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," said Utzschneider.
"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," added Utzschneider.
Threads growth
The roll-out also reflects the growing commercial importance of Threads within Meta's advertising portfolio, as the company builds out tools around a newer feed product that remains less developed than Facebook and Instagram.
For ad verification firms such as IAS, the addition provides another route to extend measurement and control products across large social environments where marketers want both scale and closer oversight of campaign placement.
Advertisers using the Threads feed product will be able to apply customised content block lists, receive updated protection on an hourly basis, and review results through third-party measurement intended to confirm whether those settings are operating as intended.