Around the Net

Google Agrees To YouTube Metrics Audit

Alphabet's Google will undergo a series of audits of its YouTube property by the Media Rating Council (MRC), an industry audit firm, according to a Wall Street Journal report. A couple of weeks ago, Facebook said it had agreed to have some of its ad metrics audited by the MRC. This news comes at a time of intense scrutiny by advertisers of ad measurement tactics and the transparency of those tactics, as well as concerns about where advertisers' ads are appearing and how. "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," the Journal reported. Google also agreed 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."

Read the whole story at Wall Street Journal »

Next story loading loading..