YouTube to provide viewability of ads to advertisers: FT

 JournalismPakistan.com |  Published: 7 September 2015

YouTube is introducing a feature that allows advertisers to see how many ads are actually viewed, responding to long-standing complaints. This change may involve third-party verification firms to ensure transparency in ad placement.

Summary

Google Inc's YouTube is planning to provide advertisers with data on how many of the ads on its internet video service can be seen by viewers in response to advertiser complaints, according to the Financial Times. The online story, which cited unnamed people familiar with YouTube's plans, said the company plans to allow third-party verification groups to insert code on its website, which would let them collect data on the position and context of ads. It said that the move is expected to start by year-end and could attract verification companies including ComScore, DoubleVerify and Integral Ad Science. The plan is a response to complaints from advertisers, including Unilever and Kellogg Co, according to the story. Representatives for YouTube were not immediately available for comment. - Reuters

KEY POINTS:

• YouTube plans to offer viewability data to advertisers.
• Third-party verification groups will be allowed to collect data.
• The initiative responds to complaints from major advertisers.
• Expected to launch by the end of the year.
• Potential verification firms include ComScore and DoubleVerify.