IAS Launches YouTube Shorts Ad Measures

Media measurement and optimisation platform Integral Ad Science (IAS) has launched ad measurement tools for YouTube Shorts, through which users create short-form videos that are up to 60 seconds long.

IAS provides in-depth and enriched data with the promise that ads will be seen by real people in safe and suitable environments, promoting 'trust and transparency in digital media quality'. Last month, the firm launched ad measurement tools for Meta's Facebook and Instagram Reels videos, including viewing and invalid traffic measurement.

Through the Total Media Quality for YouTube product suite, IAS is now providing viewing and invalid traffic measurement for YouTube Shorts inventory, so that advertisers can be assured that their
ads are seen by real users. YouTube Shorts now reaches 1.5 billion logged-in monthly users with 50 billion daily views.

IAS CEO Lisa Utzschneider (pictured) comments: 'YouTube Shorts is enormously popular with advertisers, and we are pleased to broaden our work to provide this greater level of transparency. YouTube Shorts continues to grow quickly and globally, providing an incredible opportunity for our advertising partners'.

Yesterday another measurement and analytics platform, DoubleVerify expanded its media quantity authentication service to include YouTube Shorts, as well as Masthead and In-feed Video formats.

Web site: www.integralads.com .