According to Google's Allan Thygesen, at 4As' Accelerate Conference outlined how his company is committed to working with agencies to build and strengthen an advertising ecosystem that works for agencies, brands and consumers. “Underlying this belief is that healthy ad ecosystem must be transparent, trustworthy and valuable."
Google is trying to do a better job communicating its commitment through three new initiatives, says the report, beginning with an appropriate and ad fraud-free environment. A year ago, YouTube policies were not working well, says Thygesen, but since then, Google has "made progress," including starting an alliance with more than 150 NGOs and academics to identify inappropriate content.
Advertising must be valuable, says Thygesen. Google's new YouTube custom intent audience tool will link Google search to videos. One test study, says the report, with mattress brand Purple related to Google searches on bedding, drove lower costs per visit 37%, while increasing search volume by 339%, he says.
"All of this doesn't matter if you can't trust the media placement," concludes Thygesen.