Monday, 28 April 2025
27.9 C
Singapore
27.4 C
Thailand
19.7 C
Indonesia
27.6 C
Philippines

Integral Ad Science expands brand safety and suitability measurement for YouTube

Integral Ad Science broadens YouTube ad safety with updates for Performance Max and Demand Gen, ensuring global coverage and data-driven insights.

Integral Ad Science (IAS), a leading global media measurement and optimisation platform, announced the expansion of its industry-leading Brand Safety and Suitability Measurement product for YouTube. This product includes reporting for Performance Max and Demand Generation campaigns on Google Ads.

Lisa Utzschneider, CEO of IAS, expressed the company’s dedication to providing secure and suitable advertising environments. “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,” she said. This enhancement integrates Performance Max and Demand Gen into the existing framework, aiming to deliver actionable data that drives efficiency, scale, and safety.

Performance Max enhances Google ad campaigns

Performance Max is Google’s latest campaign type, designed to allow advertisers to access all Google Ads inventory through a single, unified campaign. This new campaign model has proven effective, with adopters seeing an average increase of 27% more conversions or value at a similar cost per acquisition or return on ad spend, even when they’re already using broad match and Smart Bidding in their Search campaigns. By simplifying the advertising process and eliminating the need to manage multiple campaigns, advertisers can achieve their objectives more efficiently across the entire Google Network.

Demand Gen campaigns and extended safety measurements

The update also includes IAS’s Brand Safety, Suitability, Viewability, and Invalid Traffic (IVT) Measurement now available for Google Demand Gen campaigns for YouTube In-Stream and YouTube Shorts. Demand Gen is a new Google ad solution designed to engage consumers with immersive, relevant, and visual creatives that capture attention and drive action at the right moment. It reaches up to three billion users monthly, combining the best of Google and YouTube’s visual surfaces, powered by Google AI.

With this enhancement, IAS offers global advertisers several key features:

  • 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 framework.
  • Data-Driven Insights: Accurate analysis of brand suitability trends enables advertisers to make informed decisions based on solid data.
  • Global Coverage: Comprehensive verification of YouTube content in over 30 languages for key international events in 2024 and beyond.

This announcement follows IAS’s recent achievement of earning MRC accreditation in March 2024 for integrated third-party calculation and reporting of YouTube video viewability. In December 2023, IAS announced the availability of its Total Media Quality brand safety and suitability measurement across YouTube Shorts, offering advertisers expanded coverage for advanced Brand Safety and Suitability Measurement.

Hot this week

XPENG unveils AI-powered innovations and supercharged EVs at Auto Shanghai 2025

XPENG launches AI brain, 10-minute charging EV, and IRON humanoid robot at Auto Shanghai 2025, setting new mobility benchmarks.

Tesla profits drop sharply as sales weaken and Musk backlash grows

Tesla’s profits fall 71% as sales dip, political backlash grows, and hopes turn to cheaper EVs and robotaxi plans.

AMD optimizes models for faster generative AI performance with Amuse 3.0

AMD announces optimised models for faster AI performance with Amuse 3.0, featuring enhanced photo filters, video diffusion, and more.

WhatsApp adds new Advanced Chat Privacy feature to boost group chat security

WhatsApp's new Advanced Chat Privacy feature helps stop group chat content from being shared or saved outside the app.

GITEX ASIA x Ai Everything Singapore unites global tech investment elite with Southeast Asia VC funding set to surpass US$13 billion in 2025

GITEX ASIA x Ai Everything Singapore brings global startups, investors, and AI innovation to the heart of Southeast Asia’s thriving tech scene.

Gitex Asia x Ai Everything Singapore highlights robotics, AI and next-gen tech at inaugural event

Gitex Asia x Ai Everything Singapore highlights robotics, AI, startups, and tech innovations, shaping Southeast Asia’s digital future.

Lenovo introduces new ThinkPad mobile workstations and business laptops for the AI-ready workforce

Lenovo refreshes its ThinkPad lineup with new AI-ready mobile workstations and business laptops, enhancing mobility, performance, and security.

SquareX secures US$20 million to transform browser security

SquareX raises US$20 million to strengthen browser security, offering enterprises an easy way to protect users without disrupting their workflows.

Smart Communications acquires Joisto to strengthen cloud archival capabilities

Smart Communications acquires Joisto to expand cloud-based customer conversation and archival solutions, strengthening its leadership in CCM and IXM.

Related Articles

Popular Categories