IAS strengthens AI for YouTube, adds misinformation safety check

New Delhi: Integral Ad Science announced that it will now offer its industry-aligned misinformation brand safety and suitability reporting for advertisers running campaigns across YouTube ad inventory. IAS can now detect content across YouTube that it identifies as misinformation enabling advertisers to further verify the safety and suitability of their digital media investments on YouTube. 

IAS’s Total Media Quality (TMQ) product suite provides third-party assurance that advertisers’ campaigns are running adjacent to brand safe and suitable content. IAS’s misinformation measurement delivers independent verification, complementary to YouTube’s own policies and procedures.  

“Brand safety is a top priority for marketers as we approach upcoming marquee global media events. We are empowering marketers with enhanced products like our expanded Total Media Quality for YouTube which now offers IAS’s misinformation reporting,” said Lisa Utzschneider, CEO of IAS. “We’re excited to offer the ability to detect misinformation with our best-in-class measurement solution.” 

IAS classifies content according to industry-aligned definitions and provides reporting based on advertisers’ custom brand suitability settings. 

Advertisers can now: 

Access Expanded Third-Party Transparency: Gain video-level insights into the content adjacent to your advertisements according to industry-aligned definitions.

Drive Results: Analyse if your ads appear next to content identified by IAS as misinformation and make optimisations as needed to drive brand suitability. 

Safeguard and Scale Their Business: Access global reporting with 30+ languages on YouTube for key international events in 2024 and beyond.

In March, IAS announced earning MRC accreditation for integrated third-party calculation and reporting of YouTube video viewability. In December 2023, IAS announced the availability of its Total Media Quality (TMQ) brand safety and suitability measurement across YouTube Shorts, offering advertisers expanded coverage for advanced Brand Safety and Suitability Measurement.