Google still isn't where brands want it on verification, but it takes (and gets) credit for trying
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Twenty months after Procter & Gamble Chief Brand Officer Marc Pritchard called on digital players to get accredited third-party measurement of whether ads are seen by real people in brand-safe environmentsand nine months past the deadline he setGoogle still isn’t quite there.
But in a blog post today, the industry heavyweight outlines its progress and touts new measures reflecting the reality that marketers and agencies are all over the place on the viewership measures they want to pay for.
Is that good enough? P&G returned to YouTube earlier this year, and has kept advertising on other digital platforms, citing progress in keeping brands away from unwelcome content. News reports about ads running on YouTube videos that promoted violence, bigotry and terrorism had earlier driven many major marketers away, at least temporarily.
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