Integral Ad Science (IAS) is taking the next step to increase transparency and accountability around its use of AI as the first organization to achieve AAM’s Ethical AI Certification.
Kevin Alvero, IAS’s chief compliance officer, shares insights about why the company participated in this first-of-its kind certification built for the industry, by the industry.
AAM’s Ethical AI Certification covers eight essential areas of AI implementation:
The certification examined IAS’s AI governance framework including its policies, oversight controls and risk management processes and assessed how AI is integrated into the company’s products.
“The audit looked at our policies at the enterprise level and drilled down to see how AI is being used in our products, whether controls are applied consistently and if our framework is aligned with industry best practices,” Alvero said.
IAS was an early adopter of TrustArc’s Responsible AI certification and one of the world’s first companies to become ISO 42001 certified for AI Management Systems. Alvero said the company participated in AAM’s program because it offered a unique perspective since it was developed specifically for the media industry.
“What stood out about AAM’s program is that it is tailored to the kind of transparency that advertisers, agencies and publishers are increasingly demanding.”
As AI use expands, clients are asking tougher questions about how it’s being used and whether the proper safeguards are in place. AAM’s independent validation addresses questions partners may have about its AI integrations.
“It’s one thing for us to say our business practices are sound. It’s another to have third-party industry experts confirm that. It gives us credibility and creates the highest level of confidence in our products.”
Alvero added that he believes participating in industry certification programs will become increasingly important as more AI regulations are enacted.
“It’s only a matter of time before media companies are required to provide third-party assurance. We would rather be proactive than reactive.”
Achieving certification is one part of IAS’s broader push to embed responsible AI principles into all aspects of its business, which Alvero believes is essential for maintaining strong relationships.
“As we work with publishers, agencies and platforms, we want to be able to say: here’s how we use AI, here’s how it’s governed and here’s independent proof that our framework aligns with industry expectations. It helps us build trust in a complex, evolving environment.”
Learn more about AAM’s Eight Pillars of Ethical AI.