Integral Ad Science (IAS) has broadened its Brand Safety and Suitability Measurement for YouTube to incorporate Performance Max and Demand Gen campaigns on Google Ads.

This development follows recent partnership announcements with Reddit and Pinterest. The expansion provides third-party assurance that ads running on Performance Max and Demand Gen campaigns appear alongside brand-safe and suitable content, adhering to the Global Alliance for Responsible Media (GARM) framework.

IAS's tool offers data-driven insights through accurate analysis of brand suitability trends. The tool provides comprehensive verification of YouTube content in over 30 languages for key international events in 2024 and beyond. Performance Max is Google’s latest campaign type, enabling advertisers to access all Google Ads inventory through a single, unified campaign. Advertisers who adopt Performance Max see an average increase of 27% more conversions or value at a similar CPA/ROAS.

IAS's Brand Safety, Suitability Viewability, and Invalid Traffic (IVT) Measurement will now also be available for Google Demand Gen campaigns for YouTube In-Stream and YouTube Shorts. Demand Gen is a new Google ad solution that helps advertisers find and convert consumers with immersive, relevant and visual creatives. Demand Gen reaches up to three billion users monthly, combining the best of Google & YouTube’s visual surfaces, powered by Google AI.

In March 2024, 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.

"IAS is committed to providing advertisers valuable third-party assurance that their campaigns are running adjacent to brand safe and suitable content, and we’re excited to provide further safeguards for their campaigns across YouTube," Lisa Utzschneider, CEO of IAS, stated. "Our best-in-class measurement solutions coupled with Performance Max and Demand Gen will provide the actionable data needed to drive efficiency, scale, and safety."