On September 28, in an announcement, Microsoft Advertising has partnered up with Integral Ad Science in order to bring brand safety verification to native ads running on the Microsoft Audience Network.

With this integration, inventory will be evaluated before the ad auction begins, meaning that this is a pre-bid integration.

As per the Microsoft Blog:

“For all Microsoft Audience Ads campaigns, IAS will automatically scan all pages of all sites that Microsoft Audience Network ads can appear on. They will rate the page based on risk associated across their standard content categories (Adult, Alcohol, Gambling, Hate Speech, Illegal Downloads, Illegal Drugs, Offensive Language and Controversial Content, Violence) and send a signal to our system preventing us from showing any ads on any pages that they deem as moderate or high risk.”

This integration’s roll out will begin initially in the US.

Source – Search Engine Land and Microsoft Blog