IAS expands YouTube services
June 17, 2024
Integral Ad Science (Nasdaq: IAS), a media measurement and optimisation platform, 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.
“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,” said Lisa Utzschneider, CEO of IAS. “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.”
Performance Max is Google’s latest campaign type, enabling advertisers to access all Google Ads inventory through a unified campaign. This campaign type simplifies the advertising process by eliminating the need to manage multiple campaigns, allowing advertisers to reach their goals more efficiently across the entire Google Network.
In addition, 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. Demand Gen is a new Google ad solution that helps advertisers find and convert consumers with immersive, relevant and visual creatives. Demand Gen reaches up to three billion users monthly, combining the best of Google & YouTube’s visual surfaces, powered by Google AI (source: Google Data, July 2023).
In March 2024, IAS announced earning MRC accreditation for integrated third-party calculation and reporting of YouTube video viewability. In December 2023, IAS announced the availability of its Total Media Quality (TMQ) brand safety and suitability measurement across YouTube Shorts, offering advertisers expanded coverage for advanced Brand Safety and Suitability Measurement.