Integral Ad Science is extending their range of services for Google Video Partners (GVP) with the introduction of Total Media Quality. Advertisers can now share their video ads on publisher websites and mobile apps outside of YouTube with confidence.
What Is GVP?
GVP is a network that includes publisher websites and mobile apps, offering advertisers the opportunity to display video ads to their audience. To display ads on various devices such as computers, tablets, mobile web browsers, mobile apps, and TV screens, online platforms dedicated to games, sports, entertainment, news, and more need to adhere to Google’s high standards for quality.
Marvin Renaud, Director, Global Video Solutions at Google said: “Independent brand safety and suitability measurement is critical to giving advertisers confidence about where their ads run. We’re excited to expand our partnership with IAS to provide advertisers with the further assurance that Google Video Partners ads appear on brand safe content.”.
Yannis Dosios, Chief Commercial Officer at IAS added: “Brand safety and suitability measurement continues to be crucial for marketers to protect their brand and maximize the return on their campaign investments. This expanded capability with Total Media Quality for GVP will take brand safety and suitability measurement to the next level and will help marketers assess media spend and coverage where it counts.”.
IAS has become GVP’s inaugural partner in assessing brand safety and suitability. They will provide transparency at the app and URL levels, as well as third-party affirmation that brands running video ads on GVP are appearing in content that is brand safe and suitable according to the GARM framework. In Q2, IAS has introduced Total Media Quality for YouTube, a groundbreaking solution that revolutionizes the way we analyze and understand video content. IAS Total Media Quality is currently employed on various social media platforms to analyze millions of videos annually for the benefit of marketers. Advertisers using GVP can now access Total Media Quality, which provides comprehensive data on brand safety and suitability metrics for impressions served on the platform. In addition, advertisers can also assess viewability and measure invalid traffic, making it easier than ever to ensure their ads are effective and reaching the right audience.
