YouTube Advertising Metrics To Be Audited

Google has agreed to a series of audits on its video platform, YouTube. The audits will be performed by the Media Ratings Council, and will look into the platform's advertising metrics in order to increase ad publishers' confidence in the site. The Media Ratings Council will look into the ways in which the independent metric companies Moat, Integral Ad Science, and DoubleVerify collect the data on which adverts on YouTube have been viewed, and how long for. Google hopes that the results will show marketers that their data can be trusted after criticism that platforms such as YouTube and Facebook were “marking their own homework” whilst they were reporting their own viewer information. Google added that its data “has to be trusted and comprehensive”.