Integral Ad Science (Nasdaq: IAS) broadened its Brand Safety and Suitability Measurement product for YouTube to cover Performance Max and Demand Gen campaigns on Google Ads.
Lisa Utzschneider, CEO of IAS said, “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. 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.”
Google’s new campaign type, Performance Max, streamlines advertising by consolidating access to all Google Ads inventory in a single campaign. Advertisers using Performance Max typically experience a 27% boost in conversions without increasing costs, even with existing Search campaign strategies. This innovation eliminates the need for multiple campaigns, enabling efficient goal achievement across the Google Network.
IAS’s Brand Safety, Suitability Viewability, and IVT Measurement are now available for Google Demand Gen campaigns on YouTube In-Stream and YouTube Shorts. Demand Gen, a new Google ad solution, engages consumers effectively with captivating visuals, reaching up to three billion users monthly through the combined power of Google & YouTube visual surfaces driven by Google AI.
With this enhancement, IAS will provide global advertisers with:
- Third-Party Assurance*: Verification that ads running on Performance Max and Demand Gen campaigns appear alongside brand-safe and suitable content, adhering to the Global Alliance for Responsible Media (GARM) framework.
- Data-Driven Insights: Accurate analysis of brand suitability trends empowers advertisers to make informed, data-driven decisions.
- Global Coverage: Comprehensive verification of YouTube content in over 30 languages for key international events in 2024 and beyond.
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.
*Note: IAS Brand Safety & Suitability verification is inclusive of YouTube in-stream, YouTube Shorts, and Google Video Partners for Performance Max, and YouTube in-stream & Shorts inventory for Demand Gen.
