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YouTube, which is usually on the front edge of digital innovation, is taking substantial steps to ensure brand safety for its expanding Shorts video format. YouTube has established relationships with Integral Ad Science (IAS) and DoubleVerify in response to the difficulties and possibilities posed by this rapidly increasing medium. This strategic step strengthens YouTube's commitment to safe and transparent advertising while also increasing its attractiveness to advertisers.
Covered in this article
Enhancing Brand Safety with IAS and DoubleVerify
The Growing Importance of Brand Safety
YouTube Shorts: A Rapidly Expanding Platform
Innovations in Monetisation and Measurement
DoubleVerify's Role in Enhancing Measurement Capabilities
A Bright Future for YouTube and Its Partners
Enhancing Brand Safety with IAS and DoubleVerify
IAS is set to offer its brand safety and suitability measurement product for advertisers on YouTube Shorts. This integration falls under its Total Media Quality for YouTube suite, providing advertisers with much-needed assurance regarding their ad placements.
Similarly, DoubleVerify is expanding its YouTube brand safety measurement capabilities to include Shorts. This addition builds on existing tools for tracking viewability and invalid traffic, essential metrics in the dynamic world of digital advertising.
The Growing Importance of Brand Safety
The need for brand safety and transparency in advertising has never been more evident. The recent expansions by IAS and DoubleVerify for YouTube Shorts are timely and crucial. These developments follow controversies faced by Google regarding video ad placements and the protection of children’s privacy on YouTube.
By addressing these concerns head-on, and providing more assurance to ad partners as to where their ads are displayed in the app, YouTube is poised to attract more advertisers to its Shorts platform, significantly boosting its monetisation potential.
YouTube Shorts: A Rapidly Expanding Platform
With over 2 billion users and an astounding 70 billion daily views, YouTube Shorts is a force to be reckoned with. IAS's role in ensuring that video ads on Shorts appear in brand-safe and suitable content is pivotal.
Their approach, rooted in the Global Alliance for Responsible Media (GARM) framework, offers video-level transparency, a critical factor for brands looking to invest in digital advertising.
Innovations in Monetisation and Measurement
YouTube's efforts in monetising Shorts don't stop at brand safety. Recent initiatives include testing a discovery option for Shorts and exploring generative AI features. These, coupled with the Total Media Quality for YouTube launch earlier this year, mark significant milestones in YouTube's journey.
Lisa Utzschneider, CEO of IAS, emphasises the importance of actionable data for maximising safety on YouTube Shorts, highlighting the platform's rapid growth in digital advertising.
DoubleVerify's Role in Enhancing Measurement Capabilities
DoubleVerify's expanded offerings will allow advertisers to measure and verify campaign alignment with suitable videos on Shorts. Leveraging manual reviews and AI-driven tools, DoubleVerify provides advertisers with the tools needed to classify Shorts videos accurately. This functionality is crucial for informed media planning and buying decisions across various media.
A Bright Future for YouTube and Its Partners
These developments are happening against a backdrop of impressive growth for Google's parent company, Alphabet. With an 11% year-over-year revenue increase in Q3 and YouTube's revenue growing 12% YoY to $7.95 billion during the same period, the future looks bright.
YouTube's collaboration with IAS and DoubleVerify is a testament to its commitment to brand safety and transparency. As YouTube Shorts continues to grow, these partnerships will play a crucial role in ensuring a safe, reliable, and profitable platform for advertisers, creators, and viewers alike.
Velocity, as a digital marketing agency, understands the importance of these developments. Our expertise in navigating the evolving digital landscape makes us the ideal partner for brands looking to leverage YouTube Shorts and other digital platforms for their advertising needs. Contact us to explore how we can help your brand maximise its digital advertising potential.
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