IAS ups YouTube Shorts measurement capabilities


Integral Ad Science, a leading global media measurement and optimisation platform, today announced that it has rolled out new ad measurement tools for YouTube Shorts, the short-form video experience for users to create and share short, catchy videos.

Through the Total Media Quality for YouTube product suite, IAS is now providing viewability and invalid traffic measurement for YouTube Shorts’ rapidly growing inventory so that advertisers can be assured that their ads are seen by real users.

YouTube Shorts

YouTube Shorts now reaches 1.5 billion logged-in monthly users with 50 billion daily views.

This expansion is the latest demonstration of IAS and Google providing advertisers with greater transparency into the performance of their ad campaigns.

“YouTube Shorts is enormously popular with advertisers, and we are pleased to broaden our work to provide this greater level of transparency,” said Lisa Utzschneider, CEO, IAS.

“YouTube Shorts continues to grow quickly and globally, providing an incredible opportunity for our advertising partners.”

YouTube’s short form product was launched by the global video sharing giant back in 2020, as a response to the growth of rival video sharing platform TikTok.

YouTube’s short-form site presents user-generated vertical or square videos up to 60 seconds long. It allows users to add licensed music and on-screen captions. Viewers can also scroll through an endless queue of videos.

In August 2021, YouTube released the YouTube Shorts fund, a system in which the top Shorts creators could get paid for their work. YouTube described this as a way to “monetise and reward creators for their content”