Integral Ad Science (IAS), a prominent global platform for media measurement and optimization, has expanded its Brand Safety and Suitability Measurement product for YouTube. This expansion now includes reporting capabilities for Performance Max and Demand Gen campaigns on Google Ads.
“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,” said Lisa Utzschneider, CEO of IAS. “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.”
Performance Max is Google’s latest campaign type, consolidating access to all Google Ads inventory into a single unified campaign. Advertisers leveraging Performance Max typically experience a significant increase in conversions or value while maintaining a similar Cost Per Action (CPA) or Return on Ad Spend (ROAS), even with broad match and Smart Bidding in their Search campaigns.
IAS’s suite of Brand Safety, Suitability, Viewability, and Invalid Traffic (IVT) Measurement tools will now support Google Demand Gen campaigns for YouTube In-Stream and YouTube Shorts. Demand Gen is Google’s solution designed to help advertisers engage and convert consumers through visually compelling creatives that leverage Google AI, reaching billions of users monthly across Google and YouTube platforms.
With these enhancements, IAS offers global advertisers:
Third-Party Assurance: Verification that ads running on Performance Max and Demand Gen campaigns appear alongside brand-safe and suitable content, aligning with the Global Alliance for Responsible Media (GARM) guidelines.
Data-Driven Insights: Detailed analysis of brand suitability trends to enable advertisers to make informed decisions backed by data.
Global Coverage: Comprehensive verification of YouTube content across more than 30 languages, focusing on key international events in 2024 and beyond.
Earlier achievements by IAS include earning Media Rating Council (MRC) accreditation for integrated third-party calculation and reporting of YouTube video viewability in March 2024. 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 Measurement.
Note: IAS’s Brand Safety & Suitability verification covers YouTube in-stream, YouTube Shorts, and Google Video Partners for Performance Max, and YouTube in-stream & Shorts inventory for Demand Gen campaigns.
