IAS expands brand safety measurement to YouTube Audio Ads

share on

twitter /
facebook /
linkedin /
- email
- telegram
- whatsapp
- wechat
- pinterest
- line
- snapchat
- reddit

Integral Ad Science has expanded its Total Media Quality brand safety and suitability measurement to YouTube Audio Ads campaigns.

The rollout gives advertisers access to third-party measurement for audio campaigns on YouTube, including reporting on whether ads appear next to content that aligns with a brand’s safety and suitability standards.

The expansion adds audio to IAS’ existing YouTube measurement coverage, which includes Shorts and long-form video.

Don't miss: YouTube to hold back ads during peak livestream moments

According to IAS, its measurement for YouTube Audio Ads will provide reporting across YouTube formats, including Shorts, long-form video and audio. The company said the feature will be available globally.

Lisa Utzschneider, CEO of IAS, said the move comes as advertisers increase their focus on digital audio.

“Digital audio is experiencing a surge in engagement, with US adults due to spend an average of one hour and 26 minutes per day with the format across platforms in 2026,” said Utzschneider.

“As more brands shift their budgets toward audio to reach these highly engaged audiences, it is essential that they have the same level of granular, content-level transparency they have come to expect from IAS,” she added.

The launch builds on IAS’ existing work with YouTube. In 2024, the company introduced IAS Optimization for YouTube, which offers pre-screen suitability controls for advertisers. IAS has also launched a pre-screen brand safety solution for Google’s Search Partner Network.

The company said it received MRC accreditation last year for integrated third-party calculation and reporting of YouTube video viewability.

According to Google data cited by IAS, YouTube has more than one billion monthly active podcast users across formats.

The expansion follows IAS’ recent extension of its AI-driven Meta content block list optimisation solution to Threads feed, giving advertisers additional brand safety controls on the platform.

The move builds on IAS’ wider partnership with Meta, after the company was selected in 2024 as the first provider to develop an independent optimisation solution for Meta’s platforms.

share on