Singapore – Integral Ad Science (IAS), the global media measurement and optimization platform, has announced an expansion of its measurement capabilities on YouTube.
Through this, the business will introduce its industry brand safety and suitability measurement tool to advertisers for YouTube Shorts inventory, integrating it into the full Total Media Quality for YouTube product suite.
The Global Alliance for Responsible Media (GARM) framework’s video-level transparency standards and adjacency standards will be upheld by IAS, which will provide brands with improved third-party assurance that their YouTube Shorts video ads are in line with appropriate and brand-safe content.
Total Media Quality for YouTube, within the scope of standards, gives advertisers access to brand safety and suitability indicators for impressions served on YouTube Shorts. This includes viewability and invalid traffic measurement on a global scale, as well as support for over 30 languages.
Additionally, an analytics dashboard specifically designed for YouTube advertisers is also introduced by IAS as part of its Brand Safety and Suitability evaluation. With the help of this tool, advertisers may create a customised suitability profile and examine trends in brand safety and compatibility through informative charts.
Speaking about the expansion, Lisa Utzschneider, CEO of IAS, said, “Since IAS launched Total Media Quality for YouTube earlier this year, we’ve been able to provide new levels of insight into video content for advertisers through our advanced AI-driven technology and expanded reporting capabilities.”
“With this expansion of our measurement capabilities on YouTube, we can bring marketers the most actionable data to maximise their safety on YouTube Shorts inventory – one of the fastest growing video formats in digital advertising,” she added.
