Google Agrees To YouTube Metrics Audit

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Good news for digital media supply chain accountability and media transparency.  As was reported in the Wall Street Journal:

Alphabet Inc.’s Google is committing to a series of audits for its web video powerhouse YouTube by the ad industry’s measurements watchdog, the Media Rating Council. Less than two weeks ago, Facebook also announced it had agreed to have some of its ad metrics audited by the MRC.

Specifically, Google said the MRC will audit the way that three independent metrics companies—Moat, Integral Ad Science and DoubleVerify—collect data measuring whether video ads are viewable on YouTube and how long they are viewed. Those audits will evaluate everything from the technology being used and how it’s integrated on YouTube’s website and app to the way the data is crunched.

 In addition, Google plans to have the MRC audit data for ads on non-Google sites purchased via two key Google ad buying tech platforms—AdWords and DoubleClick Bid Manager.

These audits should be welcome news in the digital ad industry, where marketers have been pushing for more transparency and overall assurance that the ads they pay for end up where they are supposed to and can be seen by consumers.

For a refresher on the context around this, see the work the ANA has been doing over the last year or so to help marketers drive greater transparency for their media investments.