The expanded arrangement, which has run since 2020, will see the two organisations work together on post-bid third-party brand safety and suitability, viewability and invalid traffic measurement across Microsoft’s advertising tools, including the Microsoft Advertising Platform and Microsoft Invest.

The partnership will allow advertisers to gain verification reporting on Microsoft’s proprietary audience data, including in-market audiences.

The expanded collaboration will provide advertisers with insights into how they can drive engagement with verified users and run adjacent to brand safe and suitable content through IAS Signal, allowing customers to verify media quality via IAS’s metrics.

Lisa Utzschneider, chief executive at IAS, said: “With this first-to-market collaboration, IAS and Microsoft Advertising are driving greater value for our mutual advertising customers, bringing actionable data through independent verification that delivers real outcomes for advertisers.”

Kya Sainsbury-Carter, corporate vice-president at Microsoft Advertising, added: “We’re pleased to extend our collaboration with IAS to include new measurement capabilities for our customers.

“IAS’s technology brings new levels of insights to Microsoft’s audiences across the Microsoft Advertising ecosystem to build on and enhance our offering, as well as reaffirm our long-term commitment to protecting advertisers’ investments and brand.”