As Reddit’s advertising business scales up, Integral Ad Science (IAS) has expanded its partnership with the platform to give global advertisers greater transparency and control over their media placements.
The announcement, made overnight, sees IAS roll out its Total Media Quality solution across Reddit, offering advertisers enhanced Viewability and Invalid Traffic (IVT) Measurement, among other brand safety tools. The update builds on IAS and Reddit’s previous integration in Brand Safety and Suitability Measurement, which launched in January.
IAS’s partnership with Reddit gives brands a third-party lens on the performance and placement of their ads across Reddit’s 100,000+ interest-based communities, known for their authenticity and high engagement.
Boosting trust with deeper metrics
“This expansion provides advertisers with third-party campaign insights backed by trusted and transparent metrics,” said Lisa Utzschneider, CEO of IAS. “As Reddit continues to grow its ad business, we’re excited to help brands better inform their media buys with actionable data.”
Advertisers will now be able to access:
• Greater Transparency, including content adjacency validation and real-user confirmation
• Comprehensive Reporting via IAS Signal, with detailed insights into Viewability, IVT, Brand Safety and Suitability
• AI-powered Content Classification across image, text, and audio for more accurate and scalable measurement
• Global Coverage, including web, in-app, video, and display for Reddit’s Feed, Conversation, and Takeover formats
Reddit leans into brand trust
Reddit’s EVP of business marketing and growth, Jim Squires, said the IAS partnership supports Reddit’s broader commitment to brand safety and third-party validation.
“IAS’s Total Media Quality is an added layer of insight that gives brands greater clarity and confidence in the value of being part of conversations that matter,” Squires said.
The platform’s recent investments in human and AI-driven moderation, brand safety content filters, and customisable suitability controls have helped it appeal to marketers cautious about content alignment in UGC-heavy environments.
IAS’s AI tech is also integrated into Reddit’s Limited Inventory filter, helping ensure brands appear in appropriate environments while still tapping into Reddit’s unique engagement and niche communities.
As brands continue to demand greater accountability and audience authenticity in digital media, partnerships like this one are likely to become standard across all major platforms.