Integral Ad Science (IAS), a prominent global media measurement and optimization platform, has announced the launch of its misinformation brand safety and suitability reporting for advertisers utilizing YouTube ad inventory. This new capability allows IAS to identify misinformation content on YouTube, providing advertisers with additional tools to ensure the safety and appropriateness of their digital media investments.
The IAS Total Media Quality (TMQ) product suite offers crucial third-party verification, assuring advertisers that their campaigns are placed alongside brand-safe and suitable content. The newly introduced misinformation measurement serves as an independent validation, complementing YouTube’s existing policies and procedures.
“Ensuring brand safety is paramount for marketers, especially with major global media events on the horizon. We are equipping marketers with enhanced products like our expanded Total Media Quality for YouTube, which now includes misinformation reporting,” stated IAS CEO Lisa Utzschneider. “We are thrilled to introduce this ability to detect misinformation through our top-tier measurement solution.”
IAS categorizes content using industry-aligned definitions and provides reporting tailored to advertisers’ specific brand suitability preferences. With video-level reporting from IAS, advertisers can gain a comprehensive and precise understanding of the content adjacent to their ads, enabling them to adjust their campaigns in accordance with their desired suitability standards.
Advertisers can now:
Access Enhanced Third-Party Transparency: Obtain reliable video-level insights into the content associated with their ads based on industry standards.
Drive Performance: Evaluate whether their ads are displayed alongside content flagged by IAS as misinformation, allowing for necessary optimizations to enhance brand suitability.
Protect and Expand Their Business: Utilize global reporting in over 30 languages on YouTube, particularly for significant international events in 2024 and beyond.
Earlier this year, IAS announced its accreditation by the Media Rating Council (MRC) for integrated third-party calculation and reporting of YouTube video viewability. In December 2023, the company also revealed the availability of its Total Media Quality (TMQ) brand safety and suitability measurement across YouTube Shorts, providing advertisers with broader coverage for advanced brand safety and suitability evaluations.
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