YouTube is reported to be working with third parties to improve its brand safety rating system, "Campaign" reports today. Rumours out of the Asia-Pacific region suggest it is talking with with MRC accredited companies to make the improvements, including Ad Science, Double Verify and comScore.

Google is in beta trials of a system that would stop it having "the last look" at what has been bid for space via DoubleClick Ad Exchange. If enacted, it would mean an end to the tech giant's ability to win auctions whenever it chooses, The Drum forecasts.

Google paid GBP36.4m corporation tax in the last financial years, Sky News reports. The news channel reports that the figure, which seems low in comparison to turnover from UK operations, will reignite the debate over whether Google pays its fair share of tax.

"Campaign" rounds up the weekend's most amusing April Fool's Day humorous videos. They include the launch of a helium-infused Coca-Cola variety, Honda using windscreen wipers to swipe right or left for love and Barnet FC being overtaken by Wash & Go and renamed "Great Barnet."

Many MPs and media commentators are concerned by Rupert Murdoch's attempts to buy Sky in its entirety, but the "Press Gazette" warns that the loss of local media is a far bigger issue for the country.