Singapore – Integral Ad Science, the digital media quality platform, has announced its enhanced partnership with YouTube to provide advertisers with industry-leading brand safety and suitability measurement across the online video platform.
Powered by cutting-edge machine learning technology, IAS measurement will now deliver a more comprehensive analysis of video content on YouTube, providing marketers with even greater tools for safety and suitability. IAS’s updated reporting is aligned with the Global Alliance for Responsible Media (GARM) Brand Safety and Suitability framework, enabling granular campaign reporting for maximum impact.
According to IAS, the platform’s Total Media Quality for YouTube uses a powerful type of machine learning to provide new levels of insight into video content and is currently being used on other social media platforms to analyse millions of videos per year for marketers.
The IAS YouTube Brand Safety and Suitability Measurement offering will provide machine learning-powered details about video content to advertisers best-in-class brand safety and suitability scoring, a scoring classification that is consistent with the GARM Brand Safety and Suitability framework, daily reporting across the GARM categories and four risk levels, and global accessibility with more than 30 languages available.
“Consumers are spending as much time streaming content on YouTube and other platforms as they are watching traditional TV. As the amount of content on YouTube continues to grow, marketers need sophisticated tech to keep pace. IAS’s ongoing innovation with YouTube and Google is continuously adapting to provide marketers with the tools they need to take control of brand safety and suitability and ensure their campaigns are productive,” said Lisa Utzschneider, CEO of IAS.
Julie Kandel, senior partner and director of brand safety, North America at GroupM, also commented, “Advertisers require the ability to measure brand safety on platforms like YouTube without sacrificing premium placements or reach. Partnering with IAS enables us to access the power of granular classification to measure brand suitability for our clients and drive better campaign impact and control.”
IAS is certified for both ‘Brand Suitability and Contextual Targeting’ and ‘Brand Safety Reporting’ in the YouTube Measurement Program (YTMP). The YTMP was created to offer advertisers an array of trusted independent solutions for driving and measuring marketing performance on YouTube.
Previously, IAS has also inked a partnership with Amazon Publisher Services (APS) to provide its Publisher Optimization solution in the latter’s marketplace.
