IAS and Snap in Brand Safety Deal

Media measurement and optimisation platform Integral Ad Science (IAS) has announced a partnership with photo sharing pioneer Snap Inc., promising advertisers increased transparency, brand safety and suitability across their Snapchat campaigns.

IAS' AI-driven Total Media Quality (TMQ) Brand Safety and Suitability Measurement product aims to ensure ads are seen by real people in safe and suitable environments, while improving return on ad spend for advertisers and yield for publishers. The new offering aligns with the GARM standards (Global Alliance for Responsible Media), giving advertisers third-party validation and independent industry metrics. TMQ uses frame-by-frame analysis of images, audio and text to provide accurate measurement of video content at scale.

Lisa Utzschneider (pictured), CEO of IAS says 'Snap is focused on developing ad offerings in a premium and safe content ecosystem, and our partnership will give advertisers actionable data to maximise their investment across Snapchat'.

Patrick Harris, Snap's President of Americas says the deal offers Snapchat advertisers 'an additional layer of brand safety and suitability', and adds: 'We've built safety into the fundamental architecture of our platform and are dedicated to providing our community and partners a healthy and safe experience. We look forward to continuing to invest in products and partnerships across the brand safety ecosystem'.

The post-bid Brand Safety and Suitability Measurement product will be available for campaigns on Snapchat later this year. Web sites are at www.integralads.com and www.snap.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.