Delhi: Integral Ad Science (Nasdaq: IAS), a leading global media measurement and optimization platform, has announced the launch of its misinformation brand safety and suitability reporting for advertisers on YouTube. This new feature allows IAS to identify content on YouTube that qualifies as misinformation, helping advertisers verify the safety and suitability of their digital media investments on the platform.
The IAS Total Media Quality (TMQ) product suite offers essential third-party assurance, ensuring that advertisers’ campaigns are placed alongside brand-safe and suitable content. This misinformation measurement provides independent verification, complementing YouTube’s existing policies and procedures.
Lisa Utzschneider, CEO of IAS said, “Brand safety is a top priority for marketers as we approach upcoming marquee global media events. We are empowering marketers with enhanced products like our expanded Total Media Quality for YouTube which now offers IAS’s misinformation reporting. We’re excited to offer the ability to detect misinformation with our best-in-class measurement solution.”
IAS categorizes content based on industry-standard definitions, offering reporting tailored to advertisers’ custom brand suitability settings. Their video-level reporting provides a comprehensive view of the content alongside which ads appear, allowing advertisers to adjust their campaigns according to their specific suitability preferences.
With this new feature, advertisers can:
Access Expanded Third-Party Transparency: Obtain reliable video-level insights into the content next to their advertisements based on industry standards.
Drive Results: Assess whether their ads are placed next to content labeled as misinformation by IAS, enabling necessary optimizations for brand suitability.
Safeguard and Scale Their Business: Utilize global reporting in over 30 languages on YouTube, especially for major international events in 2024 and beyond.
In March, IAS received MRC accreditation for its 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, enhancing coverage for advanced brand safety and suitability assessment.
