‘IAS on the ad industry’s brand safety uproar: ‘Not sure this is going away this time’’ – Marketing Land

Ginny Marvin says, “Integral Ad Science is one of the third parties Google is bringing in to help monitor ad placements on YouTube in the wake of advertiser backlash over brand safety concerns.

The 400-person firm topped the $100 million revenue mark last year and works with more than 4,000 publishers, advertisers and ad tech vendors, including Facebook, AOL, Nielsen and TradeDesk, in addition to Google.

Ahead of the release of the company’s Media Quality Report for the second half of 2016, Marketing Land spoke with Maria Pousa, Integral Ad Science’s CMO, last week about recent events, including the Google ad boycott, whether the industry is at a turning point and how the company anticipates advertisers will start thinking about evaluating their digital ad buys.

On YouTube and brand safety

IAS and the other third-party monitors like Moat, Double Verify and comScore are emerging as winners in the wake of advertiser concerns over fake news, ad fraud and walled gardens, and the recent protests over ads being shown alongside racist and extremist content on YouTube”.

IAS on the ad industry’s brand safety uproar: ‘Not sure this is going away this time’

Marketing Land