The tool, called IAS Curation, will allow advertisers to use their data to for contextual targeting strategies across media buys at scale for Google Ad Manager.

IAS said that the tool would also offer programmatic buyers a pathway to curate inventory at a source that meets benchmarks for advertisers across context, brand safety and viewability. 

In addition, IAS’s predictive science will pre-screen pages and categorise them as well as helping with targeting consumers.

Srishti Gupta, chief product officer at IAS, said: “Brand suitability and contextual relevance are top priorities for programmatic buyers who are looking to avoid wasting ad spend on poor quality inventory.

“IAS Curation gives programmatic buyers on Google Ad Manager a way to elevate their supply strategy and efficiently maximise returns on their media investments through AI-driven optimisation.”