Threads grew to over 400 million monthly active users globally in 2025.
That’s a massive playground for brands, but it also creates a wild frontier of fast-paced opinions. It’s a chaotic environment that gives marketers a genuine brand safety headache as they try to avoid awkward ad placements.
Integral Ad Science (IAS) has announced the expansion of its AI-driven Meta Content Block List optimisation solution to the Threads feed.
This global rollout gives advertisers enhanced brand protection and the tools to maximise their return on investment on the rapidly scaling platform.
Meta and IAS deepen their partnership
Meta selected IAS in 2024 to develop an independent optimisation solution for its digital platforms.
The partnership already covers Facebook and Instagram feeds and Reels, offering Total Media Quality Brand Safety and Suitability Measurement alongside Content Block List optimisation.
Now, Threads officially joins the safety net.
Lisa Utzschneider, chief executive officer of IAS, noted that AI-driven, content-level analysis helps advertisers comfortably scale their investments on social platforms using trusted, third-party 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,” Utzschneider said.
Chief executive officer of IAS, Lisa Utzschneider. Image: file
What advertisers get on Threads
The expansion of Content Block Lists provides global advertisers with a robust suite of controls.
Advertisers can align their block lists with specific brand suitability goals, utilising Custom Brand Segments to minimise ad waste and reduce risk.
A simple one-time activation secures automatic protection across Facebook, Instagram, and now Threads. The system refreshes content hourly to match the lightning speed of social media.
IAS powers this tech with its proprietary Multimedia Understanding Model.
This artificial intelligence analyses text, audio, and image signals frame-by-frame for precise classification. The solution supports 34 languages, allowing brands to scale their suitability strategies globally.
Advertisers can also use Brand Safety and Suitability Measurement as part of Total Media Quality for Meta to validate their block lists and make in-flight optimisations.
A timeline of brand safety tools
IAS remains a long-standing partner for Meta, consistently rolling out tools that give advertisers independent transparency.
The ad tech company launched its first-to-market Content Block Lists for Meta in October 2024.
Following that milestone, IAS introduced AI-driven Contextual Category Reporting for Meta in June 2025, and Brand Safety and Suitability Measurement for Threads in October 2025.
This announcement ensures brands can finally spend their media dollars on Threads with confidence, leaving the chaotic content to the users.