IAS Launches “IAS Agent” to Deliver Real-Time Campaign Insights and Boost Ad Performance

Integral Ad Science (IAS), a leader in media measurement, has launched IAS Agent. This AI-powered assistant helps marketers gain deep campaign insights in real time. It speeds up campaign activation and optimizes advertising performance at scale. Based on more than 15 years of IAS data, this is a big step for explainable AI in campaign insights and media quality.

IAS will showcase IAS Agent at CES 2026. It plans to roll it out globally to all IAS user-interface customers at no extra cost in early Q1 2026. This launch shows the company cares about responsible AI and transparency. It also supports advertisers in a complex digital ad landscape.

What Is IAS Agent?

IAS Agent is an AI-driven assistant integrated directly into the IAS platform that uses advanced analytics to deliver campaign recommendations, real-time insights, and optimization suggestions. Unlike many AI solutions that operate as opaque “black boxes,” IAS Agent is built with explainable AI, meaning users can see the reasoning behind every recommendation – including the logic and data supporting proposed actions.

Key capabilities of IAS Agent include:

• Transparent self-reporting: Users can hover over recommendations to understand the “why” behind every suggestion.
• Full control and visibility: Marketers can customize, adopt, or override any recommendations based on their own strategy and preferences.
• Efficiency enhancements: Early testing indicates workflow efficiency improvements of up to 50%.
• Instant campaign insights: The agent spots trends and performance patterns up to five times faster than manual analysis.
• Natural-language activation guidance: Marketers can interact with the tool in plain language to streamline campaign setup and guardrails.

By delivering faster, deeper insights and simpler activation workflows, IAS Agent aims to shorten insight-to-action time for marketing teams, allowing them to adjust strategies mid-campaign and improve performance outcomes consistently.

Also Read: PubMatic and Butler/Till Launch First Fully Agentic AI Campaign Across Connected TV

Why This Matters to B2B Marketing & Advertising

Faster, More Actionable Insights Support Strategic Decision-Making

One of the perennial challenges for B2B marketers and agencies is turning data into strategy – especially in campaigns involving complex buyer journeys, multiple decision-makers, and cross-channel performance signals. IAS Agent helps bridge this gap by surfacing including explainable, real-time insights that can accelerate decision cycles and reduce manual analysis burdens.

For B2B advertisers, this feature is especially useful for in-flight campaign optimization. Timing and relevance greatly affect lead quality and pipeline momentum. An AI assistant spots patterns and suggests changes in minutes. This boosts responsiveness and makes campaigns more agile.

Democratizing Performance Intelligence Across Teams

Traditionally, deep campaign analysis has been the domain of analysts or optimization specialists. With IAS Agent, teams of any level of technical expertise can access the same depth of insights – leveling the field and reducing dependence on specialized skill sets.

For B2B agencies and internal marketing teams, this leads to faster onboarding for new staff. It also leads to better teamwork across functions. Also, we understand better what drives performance. This includes strategy, execution, and reporting.

Explainable AI Improves Accountability and Trust

As generative and predictive AI becomes more deeply embedded in advertising tools, concerns about transparency and decision-making have risen among enterprise marketers. IAS Agent’s explainable AI model offers clarity into how insights are generated and why recommendations are made — helping marketers trust the technology and articulate decisions to stakeholders.

In a B2B setting, linking ROI to business outcomes is crucial. This explainability can give you a competitive edge. It makes measurement stories clearer. Also, it improves performance reports for senior leaders and procurement teams.

Enhanced Brand Safety and Suitability Recommendations

IAS Agent automatically suggests brand safety and suitability settings. It uses campaign context and risk signals. This helps teams protect their messaging in digital spaces without manual review.

For B2B advertisers in regulated fields like finance, healthcare, and technology, brand reputation is crucial. Advanced AI governance in recommendations cuts ad waste, lowers risk, and keeps brands safe.

Wider Effects on the Advertising Ecosystem

The launch of IAS Agent aligns with broader industry trends – including the adoption of AI throughout the advertising technology stack, emphasis on responsible AI governance, and demand for explainable insights rather than opaque algorithmic outputs.

By integrating an AI assistant that delivers insights directly in the user interface, IAS is reducing friction in key campaign workflows – from planning through optimization – and giving advertisers a practical tool to compete more effectively in crowded, data-rich environments.

Moreover, the initial tests showing a potential up to 50% improvement in efficiency and insights up to 5× faster suggest a broader shift in expectations around campaign analytics – with real-time insight delivery becoming a new standard rather than an aspirational goal.

What This Means Going Forward

As marketing teams continue to grapple with data complexity, fragmented media channels, and rising performance expectations, tools like IAS Agent offer practical pathways to faster learning loops, greater campaign control, and more predictable outcomes.

By bringing explainable AI into everyday workflows – and doing so transparently and at scale – IAS is setting a precedent for how AI should augment human expertise, not replace it. For B2B marketing and advertising professionals, this marks a step toward smarter, more agile media execution that aligns analytics, strategy, and performance in near real time.

Overall, IAS Agent may well become a cornerstone capability for advertisers seeking both speed and clarity in a world where insights that once took hours or days can now be surfaced instantly – and with meaning that stakeholders can trust.