SINGAPORE, June 18, 2024 — Integral Ad Science (Nasdaq: IAS), a leader in global media measurement and optimization, has announced a significant expansion of its Brand Safety and Suitability Measurement product for YouTube. This enhancement now includes reporting for Performance Max and Demand Gen campaigns on Google Ads.
Lisa Utzschneider, CEO of IAS, emphasized the company’s dedication to providing advertisers with valuable third-party assurance that their campaigns are running adjacent to brand-safe and suitable content. “We’re excited to provide further safeguards for their campaigns across YouTube,” she stated. “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, Google’s innovative campaign type, allows advertisers to access all Google Ads inventory through a single, unified campaign. According to Google Data, advertisers who adopt Performance Max experience an average increase of 27% more conversions or value at a similar CPA/ROAS, even when they’re already using broad match and Smart Bidding in their Search campaigns. This campaign type simplifies the advertising process by eliminating the need to manage multiple campaigns, enabling advertisers to reach their goals more efficiently across the entire Google Network.
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Additionally, IAS’s Brand Safety, Suitability Viewability, and Invalid Traffic (IVT) Measurement will now be available for Google Demand Gen campaigns for YouTube In-Stream and YouTube Shorts. Demand Gen, a new Google ad solution, helps advertisers find and convert consumers with immersive, relevant, and visual creatives that grab attention and spur action at the right moment. Demand Gen 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:
- 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 to empower 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 earned MRC accreditation for integrated third-party calculation and reporting of YouTube video viewability. Furthermore, 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.
About Integral Ad Science
Integral Ad Science (IAS) is a leading global media measurement and optimization platform that delivers the industry’s most actionable data to drive superior results for the world’s largest advertisers, publishers, and media platforms. IAS’s software provides comprehensive and enriched data that ensures ads are seen by real people in safe and suitable environments, while improving return on ad spend for advertisers and yield for publishers. Our mission is to be the global benchmark for trust and transparency in digital media quality.
