IAS Expands YouTube Safety to Performance Max & Demand Gen

Integral Ad Science, a listed company on Nasdaq, has strengthened its Brand Safety and Suitability Measurement product for YouTube. The company is working to deepen direct integrations of performance data from Performance Max and Demand Gen campaigns across Google Ads.

“IAS is committed to providing advertisers with independent assurance that their campaigns are in an environment that is brand safe and appropriate. We are excited to now provide another layer of protection for campaigns on YouTube. Combining our industry-leading measurement with Performance Max and Demand Gen will allow advertisers to optimize for efficiency at scale while ensuring their efforts are putting their brands in suitable, safe, and respectful spaces for all users.”

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Performance Max, Google’s latest campaign type, unlocks all Google Ads inventory across Search, Display, Video, App, and more in one place—using Smart Bidding and a consolidated asset workflow, advertisers have seen on average a 27% lift in conversions or value of conversions at a similar CPA/ROAS when using broad match and Smart Bidding in Search. All of this is done much more simply for the advertiser: no longer do you need to follow the practice of creating multiple campaigns; it gets you the goals you were aiming at across the entire Google Network.

Additionally, IAS’s Brand Safety, Suitability, Viewability, and IVT Measurement will now also include Google Demand Gen campaigns for YouTube In-Stream and YouTube Short. Demand Gen is a Google ad solution providing a higher touch for advertisers to connect and engage with consumers in the moments they are most receptive through impactful, relevant visual creatives. It reaches up to 3 billion users monthly and taps into the power of Google AI to maximize impact. Source: Google Data, July 2023

“This offering, will bring global advertisers throughout the world:

Third-Party Assurance: The confidence for advertisers that their ads appear against brand-safe content and are thoughtfully placed across Performance Max and Demand Gen campaigns, in alignment with the GARM framework.

Data-Driven Insights: Detailed analysis on all brand suitability trends, driving superior decision-making from the advertiser’s side.

Global Coverage: Verification over 30 languages by YouTube content easily for major international events in 2024 and beyond.

In March 2024, IAS received MRC accreditation for integrated third-party calculation and reporting of YouTube video viewability. In December 2023, IAS expanded its Total Media Quality (TMQ) YouTube Shorts to include YouTube Shorts, providing advertisers enhanced coverage.

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