Google Opens Up YouTube and Ad Platforms for Measurement Audit

Could be a big step in quelling advertisers’ concerns

On the heels of Facebook’s decision to undergo an audit by industry watchdog the Media Rating Council, Google has agreed to have its metrics vetted, too.

The Alphabet-owned site is opening up YouTube ad inventory and ad-buying platforms DoubleClick Manager and AdWords that allow for the MRC to track stats including viewability and how long a video was watched. The audit includes three of Google’s biggest third-party metrics companies: Moat, DoubleVerify and Integral Ad Science. The audit will examine how the three companies pull their data, including the technology that plugs into YouTube and the methodology used to measure digital metrics. The

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