IAS EXPANDS BRAND SAFETY AND SUITABILITY MEASUREMENT FOR YOUTUBE TO INCLUDE PERFORMANCE MAX AND DEMAND GEN CAMPAIGNS

Core Insights - IAS has expanded its Brand Safety and Suitability Measurement for YouTube to include Performance Max and Demand Gen campaigns, providing advertisers with enhanced assurance that their ads are placed alongside safe and suitable content [7][9]. Group 1: Product Enhancements - IAS's Brand Safety and Suitability verification now covers YouTube in-stream, YouTube Shorts, and Google Video Partners for Performance Max, as well as YouTube in-stream and Shorts inventory for Demand Gen [2][4]. - The new Demand Gen solution reaches up to three billion users monthly, utilizing Google AI to deliver immersive and relevant ad creatives [4]. Group 2: Performance Metrics - Advertisers using Performance Max experience an average increase of 27% in conversions or value at a similar cost per acquisition (CPA) or return on ad spend (ROAS) [8]. - The integration of IAS's measurement solutions aims to drive efficiency, scale, and safety for advertisers [1]. Group 3: Industry Recognition - IAS received MRC accreditation for integrated third-party calculation and reporting of YouTube video viewability in March 2024, and expanded its Total Media Quality measurement to include YouTube Shorts in December 2023 [5]. Group 4: Company Overview - Integral Ad Science (IAS) is a leading global media measurement and optimization platform, providing actionable data to enhance advertising results for major advertisers, publishers, and media platforms [6].