Integral Ad Science (IAS) is broadening its partnership with Microsoft Advertising to offer post-bid third-party brand safety and suitability, viewability, and invalid traffic measurement across Microsoft’s advertiser solutions.

This includes the Microsoft Advertising Platform and Microsoft Invest. For the first time, advertisers can benefit from verification reporting on Microsoft’s proprietary audience data, including in-market audiences.

The expanded collaboration will provide advertisers with deeper insights into how they can drive engagement with verified users and run adjacent to brand safe and suitable content through IAS Signal. IAS Signal allows customers to verify media quality via IAS’s metrics using its unified view of their global campaigns. Advertisers can now leverage IAS’s powerful measurement solutions to determine the impact of their native, video, display and CTV campaigns across the Microsoft Advertising ecosystem. The Microsoft Advertising ecosystem includes all Microsoft owned and operated inventory and direct partnerships.

The Microsoft Advertising Platform allows businesses of all sizes to tap into Audience ads, such as display, native, and video across Microsoft owned and operated sites like MSN, Outlook, Bing, Microsoft 365, and Microsoft Casual Games, as well as trusted third-party publishers. Microsoft Invest, an enterprise-level, omnichannel DSP, allows advertisers to access expansive and exclusive CTV publisher supply to reach audiences and drive business results programmatically. Microsoft’s proprietary audiences are now available in Microsoft Invest, allowing advertisers to reach over 1 billion users programmatically.

In 2020, IAS was selected to be the first platform-wide partner to provide brand safety across the Microsoft Advertising Network.

Lisa Utzschneider, CEO, IAS, said, “With this first-to-market collaboration, IAS and Microsoft Advertising are driving greater value for our mutual advertising customers, bringing actionable data through independent verification that delivers real outcomes for advertisers.”

Kya Sainsbury-Carter, Corporate Vice President, Microsoft Advertising, added, “We’re pleased to extend our collaboration with IAS to include new measurement capabilities for our customers. IAS’s technology brings new levels of insights to Microsoft’s audiences across the Microsoft Advertising ecosystem to build on and enhance our offering, as well as reaffirm our long-term commitment to protecting advertisers’ investments and brand.”