IAS expands Brand Safety Measurement to Performance Max and Demand Gen

This update extends these features to Google Ads' Performance Max and Demand Gen campaigns, encompassed within IAS' Total Media Quality for YouTube offering.

Performance Max
Performance Max

Integral Ad Science (IAS), a company specializing in digital media verification, yesterday announced an expansion of its brand safety and suitability measurement for new Google ad products. This update extends these features to Google Ads' Performance Max and Demand Gen campaigns, encompassed within IAS' Total Media Quality for YouTube offering.

Performance Max: Launched in late 2023, Performance Max is a Google Ads campaign type allowing advertisers to reach audiences across various Google properties with a single campaign. This includes Search, Display, YouTube, Gmail, and Discover. According to Google data (October-November 2023), advertisers using Performance Max see an average increase of 27% in conversions or value compared to using broad match and Smart Bidding within Search campaigns alone.

Demand Gen: A newer Google Ads solution introduced in July 2023, Demand Gen focuses on helping advertisers acquire customers through visually engaging content. It leverages Google AI to find and target relevant audiences across Google and YouTube's display surfaces, reaching up to 3 billion users monthly.

Google Ads: Performance Max vs Demand Gen
Performance Max and Demand Gen are both Google Ads campaign types that can be used to reach potential customers across Google’s network. However, they have different goals and target different stages of the customer journey.

How Does the IAS Integration Work?

This update integrates IAS' brand safety and suitability measurement into Performance Max and Demand Gen campaigns. Brand safety refers to ensuring ads are not placed next to inappropriate content, while suitability involves aligning ad placements with brand-specific risk tolerances.

The IAS solution provides advertisers with:

Third-party verification: Independent confirmation that ads run within brand-safe and suitable environments aligned with the Global Alliance for Responsible Media (GARM) framework.

Data-driven insights: Detailed analysis of brand suitability trends for informed campaign decisions.

Multilingual support: Content verification across over 30 languages on YouTube.

By extending brand safety and suitability measurement to these newer campaign types, IAS potentially provides advertisers with greater control and transparency over their YouTube ad placements within Google Ads. This can be crucial for brands concerned about the potential reputational risks associated with ad placement.

It is important to note that the long-term impact of this integration remains to be seen. The effectiveness of the solution will likely depend on factors such as user adoption and the comprehensiveness of IAS' verification processes.

While brand safety and suitability are important considerations, advertisers should also focus on campaign performance and return on investment (ROI). Finding the right balance between brand protection and campaign effectiveness remains a key challenge for advertisers.

Overall, the expansion of IAS' brand safety and suitability measurement to Performance Max and Demand Gen campaigns offers advertisers a potentially valuable tool for managing brand risk within their YouTube advertising strategies.


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