Integral Ad Science (IAS), global leading platform in measurement and optimization of digital ad media, announces the availability of Brand Safety and Suitability reports related to misinformation for advertisers running campaigns on YouTube's media inventories. From now on, the IAS can detect content across YouTube that it identifies as misinformation, allowing advertisers to further enhance the safety and suitability of their digital media investments on the platform.
The IAS product package, Total Media Quality (TMQ), provides an important third-party certification that campaigns are displayed near appropriate and safe content for brands. The IAS misinformation measurement provides an independent verification, complementary to YouTube's policies and procedures.
"Brand Safety is one of the top priorities for marketing professionals as we approach the upcoming global media events". We are providing marketers with enhanced products, how our enhanced Total Media Quality for YouTube, that now offers IAS reports on disinformation, says Lisa Utzschneider, CEO of IAS. "We are excited to offer the possibility of detecting misinformation with our best-in-class media measurement solution".
IAS classifies content according to industry-aligned definitions and provides reporting based on advertisers' custom brand suitability settings. Video-level reporting provided by IAS allows advertisers to get a full, accurate picture of the content their ads are running next to, and adjust their campaigns based on their own desired suitability profiles.
IAS classifies content in accordance with industry conventions and provides reports based on customized definitions of Brand Safety and Suitability for each brand by the respective advertiser. The video-level reports from IAS allow advertisers to have a comprehensive and accurate view of the content where their ads are being displayed and adjust their campaigns based on the desired suitability profiles.
The advertisers, now, can
- Access expanded third-party transparency:Obtain reliable video-level insights about the content in the ad environments, according to the definitions of the industry;
- Guide results:Analyze whether your ads appear near content identified by the IAS as misinformation and promote optimizations as needed to guide brand suitability
- Safeguard and scale your business:Access the global report with over 30 languages on YouTube for major international events in 2024 and beyond
In March, IAS announced the achievement of MRC (Media Rating Council) certification for integrated third-party measurement and reporting on video ad visibility on YouTube. In December 2023, IAS announced the availability of the Total Media Quality (TMQ) package on YouTube Shorts, providing marketing professionals with expanded coverage of their advanced measurement of Brand Safety and Suitability
