The video site, owned by Google, added new measurement partners to provide marketing insights to advertisers. It’s a move that opens more independent verification to brands and helps them understand how their ads appear on YouTube. But according to Ad Age technology reporter George P. Slefo, one previous partner, OpenSlate, is holding out because YouTube imposed limits to the reporting that partners can conduct. Slefo writes: OpenSlate “is refusing to sign a contract with YouTube, which, under the terms, would prevent it from reporting whether ads ran next to videos with questionable or harmful content.”
Newly added companies include DoubleVerify, Integral Ad Science, Channel Factory, Sightly and VuePlanner. Third-party measurement is viewed as an independent way to value internet platforms like YouTube, without just taking the platform’s word on how ads are performing. Since 2017, advertisers have been working with YouTube on quality controls after brands discovered their ads supported objectionable channels and videos.
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