Integral Ad Science (IAS), a leading global 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 media inventories. From now on, IAS can detect content across YouTube that it identifies as misinformation, allowing advertisers to further improve the safety and appropriateness of their digital media investments on the platform.
The IAS product package, Total Media Quality (TMQ), offers an important third-party certification that campaigns are placed near appropriate and safe content for brands. The IAS misinformation measurement provides an independent verification, complementing 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, such as our improved Total Media Quality for YouTube, which now offers IAS reports on misinformation," says Lisa Utzschneider, CEO of IAS. We are excited to offer the possibility of detecting misinformation with our best media measurement solution in the category.
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 adjacent to, and adjust their campaigns based on their own desired suitability profiles.
An 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 to adjust their campaigns based on the desired suitability profiles.
Advertisers can now:
- Access expanded third-party transparency:Get reliable video-level insights into the content surrounding your ads, as defined by industry standards;
- Guide results:Analyze whether your ads appear next to content identified by IAS as misinformation and optimize as needed to guide brand suitability;
- Safeguard and scale your business:Access the global report in 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 viewability on YouTube. In December 2023, IAS announced the availability of the Total Media Quality (TMQ) package on YouTube Shorts, providing marketers with expanded coverage of their advanced Brand Safety and Suitability measurement.
