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YouTube’s brand-safety headache has led to good business for digital verification and measurement companies from marketers concerned about where their ads are running.
In March, WPP-owned GroupM began working with OpenSlate—a firm that analyzes social analytics—to test a new auditing tool that shows exactly which videos and channels ads ran against after a campaign has finished.
Since then, OpenSlate has inked similar deals with Publicis Media, Omnicom Media Group, Dentsu Aegis Network, Horizon Media and Magna Global.