Reddit has announced a new partnership with ad measurement firm Integral Ad Science (IAS) to provide third-party verification for advertisers on its platform. This integration of IAS’s Total Media Quality suite aims to offer Reddit advertisers globally an additional layer of trusted, independent measurement in terms of brand safety, viewability, and invalid traffic.
For advertisers, brand safety and transparency have always been major concerns. By integrating third-party verification directly into Reddit’s ad platform, advertisers can gain vital campaign insights to justify their ad spend and drive growth on the platform. This move by Reddit addresses the need for transparency and provides advertisers with the assurance they seek.
The new offering from Reddit and IAS allows advertisers to leverage brand suitability and quality metrics aligned with the Global Alliance for Responsible Media (GARM) standards. In addition, advertisers can gain video-level insights through IAS’s AI-powered multimedia analysis. The integration also allows for the layering of IAS’s measurement with Reddit’s existing moderation capabilities, enhancing brand protection at scale. Moreover, advertisers can access unified campaign reporting and insights within IAS Signal.
Jim Squires, a representative from Reddit, stated that the introduction of third-party validation equips Reddit advertisers with the tools they need to confidently grow their presence on the platform. Lisa Utzschneider from IAS believes that the partnership will provide Reddit customers with reliable and accurate data, enabling them to focus on driving business growth.
This move by Reddit aligns with the current trend among social platforms to combine their first-party data with trusted third-party verification. Advertisers are seeking transparency and reliable measurement to build confidence and drive their spending on these platforms.
The IAS integration will be rolled out to Reddit’s global advertiser base later this year, further solidifying Reddit’s commitment to providing a transparent and trusted advertising environment. This partnership marks a significant step forward for Reddit in addressing the concerns of advertisers and reinforcing its position as a viable platform for advertising campaigns.
In conclusion, Reddit’s collaboration with Integral Ad Science to introduce third-party verification for advertisers is a significant development in the digital advertising landscape. By integrating trusted third-party measurement into its platform, Reddit addresses the concerns of advertisers regarding brand safety and transparency. This move will likely attract more advertisers to the platform, as they can now gain valuable campaign insights and justify their ad spend. With the integration set to be rolled out globally later this year, Reddit is positioning itself as a reliable and transparent advertising platform for brands seeking to reach their target audience effectively.
