Integral Ad Science (IAS), the global leader in digital ad verification, yesterday [20th April] announced its selection for the YouTube Measurement Partner Program (YTMP), building on the company’s growing partnership with Google. The YTMP program was created to offer advertisers an array of trusted independent solutions for driving and measuring marketing performance on YouTube.

IAS was selected for the ‘brand suitability and contextual targeting’ and ‘brand safety reporting’ verticals. The combination of these categories gives clients proactive protection and granular control through IAS’s channel inclusion lists and holistic media quality insight offerings. IAS is the only third-party verification company offering both suitability and contextual targeting and brand safety reporting at scale on YouTube.

“It is an honour to be one of the few trusted partners selected for inclusion within YTMP and IAS is proud to be long-standing strategic partners with Google,” said Tony Marlow, Chief Marketing Officer, IAS. “Together, we can deliver an ecosystem where brands advertise with the confidence that they are appearing adjacent to brand-suitable YouTube videos and channels. This puts us at the forefront of building innovative solutions that move the entire industry forward.”

Nick Morley, Managing Director, EMEA comments, "We are delighted to be selected as part of the YouTube Measurement Partner Program. Along with our long standing, strategic partnership, this program with Google enables us to provide high quality measurement of marketing performance across YouTube. With video capturing more and more investment from budgets, we will continue to deliver innovative solutions for digital advertising, at scale."

YTMP provides quality and choice for optimising and measuring performance and helps marketers reach their customers on YouTube. Each partner in the program was vetted by YouTube to ensure that their measurement solutions provide accurate data to its customers.

As a YTMP partner, IAS will receive exclusive training and resources, technical support, and product tools to continue enhancing its YouTube offering. IAS will continue to support Google in establishing industry-leading standards and advanced solutions for advertisers.