Glance Taps IAS to Verify Ads, Building Trust in Asia's Digital Ad Boom

JAKARTA, Indonesia – December 10, 2025 – In a significant move to bolster advertiser confidence in Asia's booming digital markets, AI-powered content platform Glance has announced a strategic partnership with Integral Ad Science (IAS), a global leader in media measurement. The collaboration will introduce independent, third-party verification for advertising across Glance's massive user base of over 250 million consumers in India and Indonesia, directly tackling industry-wide issues of ad fraud and viewability.

This partnership aims to provide brands with greater transparency and verifiable proof of performance, ensuring their campaigns reach real people in meaningful ways. For a digital ecosystem grappling with wasted ad spend—where globally, nearly a third of digital ads are estimated to go unseen—this initiative signals a pivotal shift towards accountability and quality.

The Battle for Trust in High-Growth Markets

The digital advertising landscapes of India and Indonesia are expanding at a breakneck pace, but this rapid growth has been shadowed by persistent advertiser concerns over media quality. The core issues are invalid traffic (IVT) and low viewability, which erode budgets and undermine the trust between platforms and brands. IVT refers to fraudulent activity, such as bots or click farms, designed to generate fake impressions, while viewability measures whether an ad actually had the opportunity to be seen by a human user.

To be considered viewable by global standards, a display ad must have at least 50 percent of its pixels on screen for one continuous second, a benchmark that a surprising number of ads fail to meet. The Glance-IAS partnership directly confronts this challenge by launching a custom IVT detection and viewability measurement solution. By integrating IAS’s technology, Glance will offer advertisers independent validation that their campaigns are being served to real users and meeting global visibility standards. This verification is critical for brands seeking tangible returns on their investments.

As Laura Quigley, SVP APAC at IAS, noted in the announcement, "As digital advertising accelerates across India and Indonesia, the demand for transparency and accountability has never been greater." By providing "clear, actionable insights," the collaboration aims to reduce fraud and waste, fostering a healthier and more reliable advertising environment.

A Strategic Play for Premium Advertising

For Glance, this partnership is far more than a technical upgrade; it is a cornerstone of its business strategy. The platform, which comes pre-installed on Android devices from manufacturers like Samsung and Xiaomi, boasts immense reach, with a presence on 44% of smartphones in India as of late 2022 and a rapidly growing user base in Indonesia that has surpassed 30 million.

This scale has fueled impressive financial growth, with Glance's revenue from operations surging 89% year-on-year to approximately $73.1 million in the 2024 fiscal year, driven primarily by advertising services. However, the company is still navigating the path to profitability, reporting a loss of around $110 million in the same period. To bridge this gap, Glance must enhance its monetization strategy, and attracting high-value advertisers is key. Premium brands are increasingly unwilling to spend on platforms that cannot guarantee brand safety and verifiable performance.

By embracing independent verification from IAS, Glance is elevating its inventory. It is transitioning from selling impressions at scale to offering high-quality, verified audience engagement. This move allows Glance to differentiate itself in a crowded market and command higher ad rates from discerning brands that prioritize measurable outcomes. As stated by Gaurav Jain, SVP APAC at InMobi Advertising, the partnership ensures advertisers can "reach and measure real audiences with verified accuracy," which unlocks "unmatched trust and transparency."

Beyond Measurement: Fueling an AI-Commerce Engine

The collaboration with IAS also serves Glance's ambitious long-term vision, which extends far beyond simple content delivery. The company positions itself as a pioneer in AI-powered experiences, using its platform on the mobile lock screen to create a seamless journey from content discovery to commerce. Through integrated platforms like the shoppertainment service Roposo and the gaming hub Nostra, Glance aims to redefine how consumers shop and engage online.

However, the success of this futuristic AI-driven commerce model hinges on a foundational layer of trust. Brands will only invest in innovative formats like live shopping and interactive content if they are confident that the underlying advertising ecosystem is transparent and effective. Widespread ad fraud or non-viewable ads would poison the well, deterring the very partners Glance needs to realize its vision.

This is where the IAS partnership becomes a strategic enabler. By building a trustworthy and verifiable advertising environment now, Glance is laying the groundwork to successfully monetize its future AI-powered commerce and content innovations. This commitment to quality and accountability is crucial for maintaining the confidence of its high-profile backers, which include Google, Jio Platforms, and its parent company, InMobi. With InMobi itself investing heavily in AI and eyeing a potential IPO, ensuring Glance has a sustainable and transparent monetization engine is paramount.

Setting a New Standard for the Ecosystem

The impact of this partnership is likely to ripple across the entire digital media landscape in the region. When a platform with Glance's scale adopts independent, third-party verification, it sets a new benchmark for the industry. Other major publishers and content platforms in India and Indonesia may face increasing pressure from advertisers to provide similar levels of transparency and accountability.

This move signifies a maturation of these digital markets, shifting the focus from pure growth to sustainable quality. It encourages an ecosystem where value is defined not just by the number of impressions served, but by their verified quality and impact. By working with IAS to create a custom solution tailored to its unique lock-screen environment, Glance demonstrates that robust measurement can be integrated even into novel content delivery models, paving the way for greater innovation built on a foundation of trust.