IAS launches YouTube Shorts ad measurement tool

YouTube Shorts is a short-form video platform with more than 70 billion views daily.

IAS said its tool, called Total Media Quality for YouTube, would allow advertisers to view brand safety and suitability metrics for impressions on YouTube Shorts, as well as viewability and invalid traffic measurement.

The tool is available in more than 30 languages and includes an analytics dashboard for advertisers to create custom suitability profiles.

Lisa Utzschneider, chief executive at IAS, said: “Since IAS launched Total Media Quality for YouTube earlier this year, we’ve been able to provide new levels of insight into video content for advertisers through our advanced AI-driven technology and expanded reporting capabilities.

“With this expansion of our measurement capabilities on YouTube, we can bring marketers the most actionable data to maximise their safety on YouTube Shorts inventory – one of the fastest growing video formats in digital advertising.”