Integral Ad Science, one of the leading global media measurement and optimization platforms, has partnered with Pinterest and Redditt to provide advertisers the confidence to scale their campaigns across the two platforms with greater transparency through its AI-driven Total Media Quality (TMQ) Brand Safety and Suitability product and TMQ product suite, respectively.
As part of the same, IAS is launching the following new features and functionality for advertisers across Pinterest across a total of 39 Countries in 40 Languages:
- Trusted Campaign Insights: Consistent with the Global Alliance for Responsible Media (GARM) standards for Brand Safety, the new offering provides advertisers with third-party campaign insights backed by trusted and transparent industry metrics to help brands safeguard and scale across Pinterest.
- Frame-by-Frame Analysis: Total Media Quality (TMQ) for Pinterest is powered by IAS’s AI-driven Multimedia Technology, and enables advertisers to accurately classify pins at scale through frame-by-frame analysis, combining image, audio, and text signals to better protect and grow their brands on Pinterest.
- Campaign Level Measurement: Advertisers and agencies running campaigns on Pinterest will gain access to daily reporting inclusive of brand safety pass rates, viewability rate, time-in-view, and more to ensure ads are driving engagement and reaching real users in brand-safe environments.
- Global Coverage: Brand Safety Measurement for Pinterest will be available to 39 countries, across 40 languages.
As part of Total Media Quality (TMQ) for Pinterest, advertisers will get access to Viewability, Invalid Traffic (IVT), and Brand Safety Measurement within IAS Signal, the unified reporting platform that delivers the data and insights advertisers need to easily manage their digital campaigns.
This enhancement expands on IAS’ partnership with Pinterest, which offered Viewability and Invalid Traffic (IVT) Measurement across display and video inventory in 2023.
As for IAS’ partnership with Redditt, advertisers via IAS’ TMQ Product Suite will be able to:
- Leverage Trusted Campaign Insights: Consistent with the Global Alliance for Responsible Media (GARM) standards, the new offering provides advertisers with third-party campaign insights backed by trusted and transparent industry metrics.
- Analyse Content, Frame by Frame: TMQ provides insight into video content through best-in-class, AI-driven Multimedia Technology which combines frame-by-frame analysis of images, audio, and text to provide the most accurate and reliable measurement at scale.
- Safeguard and Scale: A powerful combination of TMQ with Reddit’s existing moderation capabilities gives brands additional protection, while allowing them to scale across more than 16 billion posts and comments.
- Improved Engagement: Advertisers will have increased transparency into Reddit’s campaign delivery, helping maximize campaign spend.
- Access Unified Reporting: Advertisers can leverage IAS Signal, its unified reporting platform that delivers the data and insights advertisers need to easily manage their digital campaigns.
The partnership will give advertisers an additional layer of trusted, third-party transparency in their investment on Reddit as they reach and engage with the platform’s 100,000+ interest-based, intent-driven communities. Global Reddit advertisers will have access to IAS’s reliable, independent Brand Safety and Suitability, Viewability, and Invalid Traffic (IVT) measurement to safeguard and scale their campaigns across Reddit.
IAS’s Brand Safety and Suitability Measurement complements Reddit’s user and brand safety investments, which includes human moderators and AI-driven moderation tools, brand safety content detection, and customizable Brand Suitability controls.
Unlike Pinterest where IAS’ Brand Safety, Viewability, and Invalid Traffic Measurement is now available with Brand Suitability Measurement for campaigns coming soon, IAS’ Total Media Quality product suite will be available for Reddit advertisers later this year.
Commenting on the development, Lisa Utzschneider, CEO, Integral Ad Science, said, “Marketers are looking for brand safe destinations to reach highly engaged audiences across demographics as they look to safeguard and scale their brands. The launch of our AI-driven Total Media Quality for Pinterest reaffirms our commitment to giving advertisers the confidence that their spend is being allocated towards appropriate environments.”
“Reddit continues to be a leader in contextually relevant conversations, with a breadth of opportunities for advertisers to reach its highly engaged communities. Our partnership will give Reddit customers additional confidence that their ads are appearing alongside content that aligns with their brand values via reliable and accurate data, so they can focus on driving business growth within Reddit’s uniquely valuable archive of human experience,” she added.
Sharing his views on Pinterest’s partnership with IAS, Bill Watkins, Chief Revenue Officer, Pinterest, said, “In partnership with IAS, we are excited to offer brand safety to our customers and give them greater confidence in their advertising strategies through best-in-class technology. Pinterest is committed to providing a shoppable, positive platform for consumers, and our work with IAS will ensure advertisers can engage with the right audiences as they move from inspiration, to consideration, to conversion.”
Similarly, Jim Squires, EVP of Business Marketing and Growth, Reddit, also shared, “Third party validation underscores our commitment to equipping Reddit advertisers with the tools they need to confidently grow on our platform. With IAS, we’re giving our clients a clear understanding of where their ads are appearing and how they’re delivering on Reddit, increasing confidence and allowing them to focus on what matters: developing their campaign strategy and creative.”
