IAS expands YouTube Brand Safety to include misinformation measurement
Integral Ad Science enhances Total Media Quality for YouTube, offering advertisers expanded misinformation reporting capabilities.
On September 26, 2024, Integral Ad Science (IAS) announced an expansion of its Total Media Quality product for YouTube to include brand safety and suitability measurement for misinformation. This enhancement, revealed just three days ago, aims to provide advertisers with more comprehensive tools to protect their brands and optimize their digital media investments on the popular video platform.
The expanded measurement capabilities offer several benefits to advertisers:
Video-Level Insights
Advertisers now have access to trusted, video-level insights into the content adjacent to their advertisements. These insights are based on industry-aligned definitions, which now include misinformation as a category.
Misinformation Detection
The new feature allows advertisers to analyze whether their ads appear next to content identified by IAS as misinformation. This capability enables marketers to make necessary optimizations to ensure brand suitability.
Global Coverage
IAS's reporting now covers over 30 languages on YouTube, providing global coverage for key international events in 2024 and beyond. This expansion allows multinational brands to maintain consistent brand safety standards across different markets.
Industry alignment and partnerships
According to IAS, the scoring classification used in their measurement is consistent with industry guidelines. This alignment ensures that advertisers receive actionable insights that conform to broader industry standards.
IAS's partnership with YouTube is part of the YouTube Measurement Program, where IAS is certified for both 'Brand Suitability and Contextual Targeting' and 'Brand Safety Reporting'. This certification underscores IAS's status as a trusted business partner for marketers seeking to understand and improve their performance on YouTube.
Technical details of the measurement system
The IAS measurement system employs cutting-edge machine learning technology to provide brand safety and suitability scoring. This technology enables:
- Daily reporting across 12 categories and 4 risk thresholds
- Customizable reporting based on individual brand suitability preferences
- Alignment with the Global Alliance for Responsible Media (GARM) framework
YouTube Brand Safety and suitability dashboard
As part of this expansion, IAS has introduced a YouTube Brand Safety and Suitability Dashboard. This tool offers several features:
- Customizable reporting based on suitability preferences
- Visual charts for analyzing brand suitability trends
- Video-level insights to drive suitability strategy
- The ability to validate and adjust suitability strategies as needed
Broader context of Brand Safety in digital advertising
The expansion of IAS's measurement capabilities comes at a time when brand safety and suitability are increasingly critical concerns for advertisers. In the digital age, where content can be created and shared rapidly, brands face significant risks if their advertisements appear alongside inappropriate or misleading content.
Misinformation, in particular, has become a major concern for both platforms and advertisers. The ability to detect and avoid such content can help brands maintain their reputation and ensure that their advertising budgets are spent effectively.
Implementation and availability
Advertisers interested in utilizing these expanded measurement capabilities can contact their IAS representative to get started. The system allows advertisers to select suitability risk levels that align with their brand strategy, with these settings reflected in both reporting and dashboard visuals.
Key Facts
- Announcement Date: September 26, 2024
- Product: Total Media Quality for YouTube
- New Feature: Brand safety and suitability measurement for misinformation
- Coverage: 30+ languages
- Certification: YouTube Measurement Program for Brand Suitability, Contextual Targeting, and Brand Safety Reporting
- Technology: Machine learning-powered measurement
- Reporting: Daily, across 12 categories and 4 risk thresholds
- Framework Alignment: Global Alliance for Responsible Media (GARM)
- Additional Tool: YouTube Brand Safety and Suitability Dashboard
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