IAS Expands Partnership with Reddit to Boost Advertiser Confidence with Enhanced Measurement Tools

Tom Willis -

Integral Ad Science (IAS) is expanding its partnership with Reddit to provide global advertisers with more comprehensive measurement capabilities. This expansion, announced on April 4, 2025, introduces Total Media Quality for Reddit, a suite of tools designed to offer independent third-party analysis on viewability and invalid traffic. The enhanced measurement will help advertisers optimise their campaigns and ensure their media buys are reaching real users across Reddit's unique community-driven platform.

What Does This Mean for Advertisers?

With the new tools, IAS's Total Media Quality for Reddit enables advertisers to access a broader range of insights into their campaigns, giving them greater transparency and control. This includes:

  • Viewability and Invalid Traffic Measurement: Advertisers can now validate that their ads are being seen by actual users, maximising campaign effectiveness.
  • Comprehensive Reporting: Through IAS's Signal platform, advertisers will receive detailed insights on viewability, invalid traffic, and brand safety to help make informed decisions about their campaigns.
  • AI-Powered Technology: IAS’s AI-driven Multimedia Technology will provide frame-by-frame analysis of content, combining image, audio, and text signals to ensure accurate content classification at scale.
  • Global Coverage: The solution spans across Reddit’s web and in-app environments, supporting both video and display campaigns on the platform’s Feed, Conversation, and Takeover placements.

This partnership enables advertisers to confidently engage with Reddit’s 100,000+ interest-based communities, ensuring their brand messages reach relevant, authentic audiences within these niche groups.

Expanding Advertiser Trust with Actionable Insights

Lisa Utzschneider, CEO of IAS, expressed excitement about the expanded partnership, highlighting how the added transparency will enable brands to safeguard their investments across Reddit’s distinctive conversational environment. She noted that advertisers can now trust third-party metrics to make data-driven decisions and scale their campaigns with confidence.

“Reddit continues to provide advertisers with a platform to reach highly engaged communities, and we are excited to expand our solutions to give Reddit advertisers actionable data to better inform media buys on the platform,” Utzschneider said.

Jim Squires, EVP of Business Marketing and Growth at Reddit, also emphasised the importance of the expanded partnership, noting that the added layer of third-party reporting will help brands gain greater clarity and confidence in the value of their campaigns on Reddit.

Brand Safety and Suitability Enhanced

In addition to viewability and traffic measurement, the partnership between IAS and Reddit also builds on the brand safety and suitability tools introduced earlier in 2025. These tools aim to protect advertisers by combining AI-driven moderation with human oversight to detect harmful content and ensure brands appear in safe and suitable environments. Reddit’s Limited Inventory filter also integrates IAS's content classification technology, reinforcing its robust moderation system.

This enhanced partnership offers a holistic solution for advertisers who want to ensure their brand is represented in the right context and reaches the most relevant audiences in an increasingly digital-first world.

Why This Matters for Advertisers

As the digital advertising landscape evolves, the demand for transparency, safety, and data-driven decision-making continues to grow. By offering industry-aligned insights, third-party measurement, and AI-driven technology, IAS and Reddit are providing advertisers with the tools needed to navigate the complexities of modern digital advertising and make more informed choices that drive better results.

In an era where brand safety and campaign effectiveness are crucial, this partnership represents a significant step towards building greater trust and enabling brands to optimise their presence on one of the most dynamic and engaged social platforms available today.

For more information about IAS’s measurement capabilities, visit integralads.com.