Alphabet’s company Google is going to allow the Media Rating Council to perform a series of YouTube metrics audits. The tech giant agreed on this investigation as a measure to reassure investors of the accuracy of ad viewing measurements. The Media Rating Council is a nonprofit organization that decides the rules in an unbiased way for the media consumption and its tracking activities.
On Wednesday, Google announced publicly that three of its partners are going to test how they receive data from the tech giant. These partners are Integral Ad Science, DoubleVerify, and Moat. These assets are then going to support a series of YouTube metrics audits that will be accredited by the Media Rating Council. The focus of this investigation will be about everything in between the technology that is integrated into YouTube platform and app, and the transparency of data.
In parallel, the same nonprofit company is going to verify audit data on AdWords and DoubleClick Bid Manager, which are other two non-Google websites that support its ads. This series of investigations are a way to consolidate something that marketers have been demanding for a long time now. Publishers are all in when it comes to transparency. They want Google to convince them that it is actually listening to their requests to place their ads exactly where they want and that they appear in front of their target public.
Companies like Google and Facebook have been a constant topic of criticisms. They hold the monopoly on the online advertising industry, and they are the only ones that have access to the collected data. Even though there is already a large array of third parties on the market that inform publishers of the recorded metrics regarding their ads, their information doesn’t come directly from the main source. Instead, they receive their own data from the sources provided by Facebook or YouTube.
The senior director of product management at Google, Babak Pahlavan, stated that the YouTube metrics audits would only consolidate the quality of their services. Given the massive volume of data, the investigation is expected to end after the next two quarters. Pahlavan continued by mentioning that this is not the first time his company is working with MRC. The nonprofit organization has already investigated 30 of its ad metrics including some that are active on the YouTube platform.
Image source: 1