Reddit expands media measurement capabilities through enhanced IAS partnership

Integral Ad Science (IAS), a media measurement and optimization company, has broadened its collaboration with Reddit to offer advertisers more in-depth third-party analytics, focusing on Viewability and Invalid Traffic (IVT) metrics. The enhanced offerings come under IAS’s Total Media Quality solution tailored for Reddit.

Through this expansion, advertisers now have access to more comprehensive tools to evaluate campaign performance and ensure that their ads are seen by real users across Reddit’s vast network of interest-based communities. The announcement reflects Reddit’s ongoing efforts to provide greater transparency and accountability to its advertising partners.

IAS’s Total Media Quality suite enables advertisers to verify their media placements through third-party analysis in accordance with industry standards. Using IAS’s technology, brands can track performance across Reddit’s web and in-app environments, including video, display, Feed, Conversation, and Takeover ad formats.

The partnership also integrates IAS Signal, a unified platform that delivers reporting on Viewability, Invalid Traffic, and Brand Safety and Suitability. The platform offers content-level insights to help advertisers monitor their campaigns and make informed adjustments where needed.

IAS leverages AI-powered multimedia analysis to assess content across visual, audio, and text formats, ensuring precise classification and scalable insights. This functionality supports advertisers looking to maintain brand alignment and safeguard their media investments.

Reddit’s EVP of Business Marketing and Growth, Jim Squires, noted that the deepened partnership with IAS aligns with Reddit’s focus on providing external verification and clearer visibility into ad performance. He highlighted the importance of third-party data in demonstrating the platform’s value to advertisers.

Earlier in January 2025, IAS and Reddit launched Brand Safety and Suitability Measurement to complement Reddit’s internal safety efforts. These include the use of human moderators, AI-powered moderation tools, content filtering, and brand suitability customization. IAS’s technology also contributes to Reddit’s Limited Inventory filter, helping classify content with greater accuracy.