IAS Expands Google Video Measurement Offer

London-based media measurement and optimisation platform Integral Ad Science (IAS) has expanded its Total Media Quality for Google Video Partners (GVP) service to provide measurement of brand safety and suitability measurement.

GVP's network of properties includes publisher web sites and mobile apps where advertisers can show video ads to viewers, across games, sports, entertainment, news and other categories. Total Media Quality for YouTube was launched in Q2 and analyses millions of videos per year for marketers, who can now view brand safety and suitability metrics for impressions served on GVP, in addition to viewability and invalid traffic measurement. IAS will provide app- and URL-level transparency, along with valuable third-party affirmation that brands running video ads on GVP are appearing in brand safe and suitable content as defined by the Global Alliance for Responsible Media (GARM) framework.

IAS says the move means advertisers can share their video ads on publisher web sites and mobile apps 'beyond YouTube with confidence'. Chief Commercial Officer Yannis Dosios (pictured) comments: 'Brand safety and suitability measurement continues to be crucial for marketers to protect their brand and maximise the return on their campaign investments. This expanded capability with Total Media Quality for GVP will take brand safety and suitability measurement to the next level and will help marketers assess media spend and coverage where it counts'.

Web site: www.integralads.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.