IAS Enhances YouTube capabilities; rolls out viewability and invalid traffic measurement for YouTube Shorts
Advertisers gain invaluable transparency into which YouTube Shorts ads are seen by consumers
Integral Ad Science, a leading global media measurement and optimization platform, today announced that it has rolled out new ad measurement tools for YouTube Shorts, the short-form video experience for users to create and share short, catchy videos.
Through the Total Media Quality for YouTube product suite, IAS is now providing viewability and invalid traffic measurement for YouTube Shorts’ rapidly growing 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.
This expansion is the latest demonstration of IAS and Google providing advertisers with greater transparency into the performance of their ad campaigns.
“YouTube Shorts is enormously popular with advertisers, and we are pleased to broaden our work to provide this greater level of transparency,” said Lisa Utzschneider, CEO, IAS. “YouTube Shorts continues to grow quickly and globally, providing an incredible opportunity for our advertising partners.”
Read also: IAS Expands First-to-Market Retail Media Measurement to Criteo’s Commerce Media Platform
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