Global Advertisers Can Now Access IAS's Industry-Aligned Misinformation Reporting on YouTube

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 running campaigns across YouTube ad inventory. This new capability enables IAS to detect and report content classified as misinformation on YouTube, allowing advertisers to ensure the safety and suitability of their digital media investments on the platform.

Enhanced Misinformation Measurement

IAS's Total Media Quality (TMQ) product suite delivers valuable third-party assurance that advertisers' campaigns are positioned alongside brand-safe and suitable content. The misinformation measurement feature provides independent verification that complements YouTube's own policies and procedures.

"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," said Lisa Utzschneider, CEO of IAS. "We're excited to provide the ability to detect misinformation with our best-in-class measurement solution."

Key Features for Advertisers

IAS classifies content based on industry-aligned definitions and offers reporting tailored to advertisers' custom brand suitability settings. Video-level reporting allows advertisers to gain a comprehensive understanding of the content adjacent to their ads and adjust their campaigns according to their suitability profiles.

Advertisers Can Now:

• Access Expanded Third-Party Transparency: Gain trusted video-level insights into the content adjacent to advertisements based on industry-aligned definitions.
• Drive Results: Analyze whether ads appear next to content identified by IAS as misinformation, allowing for necessary optimizations to enhance brand suitability.
• Safeguard and Scale Their Business: Access global reporting in over 30 languages on YouTube for key international events in 2024 and beyond.

Recent Developments

In March, IAS announced its MRC accreditation for integrated third-party calculation and reporting of YouTube video viewability. Additionally, in December 2023, IAS introduced the availability of its Total Media Quality (TMQ) brand safety and suitability measurement for YouTube Shorts, further expanding its coverage for advanced brand safety and suitability measurement.

With the launch of its misinformation brand safety and suitability reporting for YouTube, IAS is equipping advertisers with enhanced tools to ensure their campaigns align with brand safety standards. This advancement reinforces IAS's commitment to providing advertisers with the insights they need to safeguard their digital investments effectively.