Global Advertisers Can Now Access IAS Brand
Safety and Suitability for Performance Max and Demand Gen as part
of Total Media Quality for YouTube
NEW
YORK, June 17, 2024 /PRNewswire/ -- Integral Ad
Science (Nasdaq: IAS), a leading global media measurement and
optimization platform, today announced the expansion of its
industry-leading Brand Safety and Suitability Measurement product
for YouTube to include reporting 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, enabling
advertisers to access all Google Ads inventory through a single,
unified campaign. Advertisers who adopt Performance Max see 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. (Source: Google Data, Global,
Ads, October - November 2023.) This
innovative campaign type simplifies the advertising process by
eliminating the need to manage multiple campaigns, allowing
advertisers to reach their goals more efficiently across the entire
Google Network.
In addition, IAS's Brand Safety, Suitability Viewability, and
Invalid Traffic (IVT) Measurement will now also be available for
Google Demand Gen campaigns for YouTube In-Stream and YouTube
Shorts. Demand Gen is a new Google ad solution that helps
advertisers find and convert consumers with immersive, relevant and
visual creatives that grab attention and spur action in the right
moment. Demand Gen reaches up to three billion users monthly,
combining the best of Google & YouTube's visual surfaces,
powered by Google AI. (Source: Google Data, July 2023.)
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.
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. For more
information, visit integralads.com.
Contact: press@integralads.com
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SOURCE Integral Ad Science, Inc.