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Google audits Youtube and ad platforms for accurate viewability reporting

Google has agreed to audit Youtube and ad-buying platforms DoubleClick Manager and AdWords just two weeks after Facebook announced it would audit its platform, allowing greater transparency for advertisers. 

While Google currently has 30 MRC accreditations across display, video, desktop and mobile web, mobile apps, clicks, plays, impressions and viewability, and MRC accreditation for video impressions and statistics on its DoubleClick platform, the global giant said it would now audit Moat, Integral Ad Science, DoubleVerify and Active View to give advertisers greater “confidence in metrics”, specifically with campaigns on Youtube.

Google will now look to accredit video impressions and viewability statistics in both AdWords and DoubleClick Bid Manager.

As part of the accreditation, the MRC will validate data collection, aggregation and reporting on impressions, statistics and traffic.

Bob Liodice, president and CEO of the Association for National Advertisers (ANA) said in a blog posted by Google, the independent auditing of third-party viewability was “a positive step forward for marketers”.

“At the ANA, our goal is to create transparency for the advertising supply chain. This action from Google today demonstrates their commitment to partnering with us to deliver this goal,” Liodice said.

George Ivie, CEO and executive director at the Media Rating Council said in a statement: “We look forward to working on these new audits and expanding the industry’s trust as it relates to YouTube’s third-party integrations and DoubleClick Bid Manager.”

The blog said the latest accreditations are part of 2017 plans to “raise the bar on transparent and trustworthy measurement”.

Earlier this week, Google also announced it would remove unskippable 30-second ads from its Youtube platform from 2018, to provide a better advertising experience for users.

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