A leading player in digital media quality, Integral Ad Science (IAS), has confirmed that it has strengthened its partnership with YouTube for offering advertisers enhanced brand safety and suitability measurement throughout the video streaming platform.
Reportedly, the updated reporting from IAS is aligned with the GARM (Global Alliance for Responsible Media) Brand Safety and Suitability framework. It will enable granular reporting of campaigns for maximum impact. According to the company, now the IAS measurements will deliver and even more comprehensive analysis of YouTube’s video content, to provide marketers with better tools for safety and suitability.
Apparently, IAS’s total media quality for YouTube platform harnesses machine learning to offer new levels of insights on video content. It is used across other social media platforms for analyzing millions of videos every year.
Commenting on the partnership, IAS’s CEO Lisa Utzschneider said that the time consumers spend on YouTube and other platforms is almost as much as traditional TV. Since the amount of YouTube content keeps increasing, marketers want to use sophisticated tools to keep up with it. The innovation by IAS together with Google and YouTube is consistently adapting to offer tools to marketers required for controlling brand safety and suitability, ensuring their campaigns are productive, Lisa assured.
According to Senior Partner, Director at Brand Safety North America at GroupM, Julie Kandel, advertisers need to be able to measure brand safety on YouTube and similar platforms, without compromising premium placements for reach. Teaming up with IAS allows them to access the power of granular classification for measuring brand suitability for customers, to drive better campaign impact and control, she added.
YouTube Measurement Program (YTMP) was established to provide advertisers with a range of trusted independent solutions, that would help them drive and measure marketing performance on YouTube. IAS is certified for both, ‘Brand Safety Reporting’ and ‘Brand Suitability and Contextual Targeting’ in the YTMP.