YouTube marketers now have enhanced confidence in their YouTube Shorts campaigns as both Integral Ad Science (IAS) and Double Verify broaden their brand safety and suitability measurement capabilities for YouTube Shorts inventory. This marks a significant advancement in optimizing the effectiveness of Shorts promotions.

This new option empowers advertisers with increased certainty regarding their Shorts ad placements and the appropriateness of surrounding content within the Shorts stream. Shorts has emerged as YouTube’s fastest-growing content format, experiencing a remarkable 120% year-over-year increase and currently amassing over 70 billion daily views.

Recognizing the immense potential, advertisers are eager to participate, leveraging YouTube’s diverse Shorts ad options that also enable Shorts creators to generate income. However, the challenge lies in securing optimal ad placement due to limited options. The introduced insights now enable advertisers to make more informed decisions about their Shorts ad expenditure.

This development signifies a crucial step towards maximizing Shorts’ revenue opportunities by instilling confidence in ad partners about where their ads are displayed within the app. IAS not only offers “Total Media Quality” measurement for YouTube but also provides various measurement options for campaigns. Additionally, Double Verify can furnish third-party viewability reporting on YouTube, further enhancing transparency and accountability.