IAS expands brand safety and suitability measurement for YouTube

Singapore – Global media measurement and optimisation platform Integral Ad Science (IAS) has announced the expansion of its brand safety and suitability measurement product for YouTube, to include reporting for Performance Max and Demand Gen campaigns on Google Ads.

This integration with YouTube aims to provide advertisers with enhanced tools for safe and effective campaign management.

IAS’s brand safety, suitability, viewability, and invalid traffic (IVT) measurement will now also be available for Google Demand Gen campaigns for YouTube In-Stream and YouTube Shorts.

With this enhancement, IAS will provide global advertisers with third-party assurance through verification that ads running on Performance Max and Demand Gen campaigns appear alongside brand-safe and suitable content, accurate analysis of brand suitability trends to empowers advertisers’ decisions, and comprehensive verification of YouTube content in over 30 languages for key international events in 2024 and beyond.

Talking about this, Lisa Utzschneider, CEO of IAS, said, “IAS is committed to providing advertisers valuable third-party assurance that their campaigns are running adjacent to brand safe and suitable content, and we’re excited to provide further safeguards for their campaigns across YouTube.”

“Our best-in-class measurement solutions coupled with Performance Max and Demand Gen will provide the actionable data needed to drive efficiency, scale, and safety,” she added.