YouTube to Offer Third-Party Brand Safety Tools Following Revolt by Marketers
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Marketers will soon have more options at their disposal when advertising on YouTube, which said that it’s working with third-party brand-safety vendors like DoubleVerify and Integral Ad Science to assure marketers that their budgets won’t wind up paying for ads on violent, offensive or otherwise unsavory content.
YouTube parent Google said it will work with companies that are accredited by the ad industry’s Media Ratings Council for new verification tools, but didn’t provide an exact timeline for when those tools would be available. The full list of approved partners was also not immediately available.
After the rise of fake news sites where marketers were attacked for appearing, companies like DoubleVerify pounced on the opportunity to provide media-agency networks such as GroupM with better brand safety tools. Since press reports of ads supporting terrorist video on YouTube sparked a full-fledged advertiser revolt last month, the focus has shifted. Advertisers including AT&T, Verizon, Pepsi and Procter & Gamble have frozen spending on YouTube because of brand safety concerns.
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