New York, NY – Integral Ad Science (IAS), a leading global media measurement and optimization platform, has announced an important enhancement to its offerings: industry-aligned misinformation brand safety and suitability reporting for advertisers running campaigns on YouTube. This new capability allows IAS to detect content identified as misinformation across YouTube, providing advertisers with greater assurance regarding the safety and suitability of their digital media investments.
IAS’s Total Media Quality (TMQ) product suite ensures that advertisers receive valuable third-party verification that their campaigns are positioned alongside brand-safe and suitable content. The introduction of misinformation measurement adds an additional layer of independent verification, complementing YouTube’s existing policies and procedures.
“Brand safety is a top priority for marketers as we approach upcoming marquee global media events,” stated Lisa Utzschneider, CEO of IAS. “We’re empowering marketers with enhanced products like our expanded Total Media Quality for YouTube, which now offers IAS’s misinformation reporting. We’re excited to provide the ability to detect misinformation with our best-in-class measurement solution.”
Key Features for Advertisers
IAS classifies content based on industry-aligned definitions and provides reporting tailored to advertisers’ custom brand suitability settings. The video-level reporting enables advertisers to gain a comprehensive understanding of the content their ads are placed next to, allowing for campaign adjustments based on desired suitability profiles.
With this new offering, advertisers can:
Access Expanded Third-Party Transparency: Receive trusted video-level insights into the content adjacent to their advertisements, aligned with industry standards.
Drive Results: Analyze the placement of ads next to content identified by IAS as misinformation, enabling necessary optimizations to enhance brand suitability.
Safeguard and Scale Their Business: Benefit from global reporting in over 30 languages on YouTube, particularly for key international events in 2024 and beyond.
In March, IAS also announced earning Media Rating Council (MRC) accreditation for integrated third-party calculation and reporting of YouTube video viewability. Additionally, in December 2023, IAS expanded its Total Media Quality (TMQ) brand safety and suitability measurement to include YouTube Shorts, further broadening coverage for advanced brand safety and suitability measurement.
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