Google: We’re going for MRC accreditation too
Google will seek certification for YouTube's digital video data
February 22, 2017
After the mess-ups with Facebook’s analytics last year, and continued concerns about such digital problems as click fraud and viewability, digital companies are increasingly eager to boost their credibility with media agencies.
They realize that if media buyers and planners don’t trust them, then they’re not going to get as many ad dollars. And so they’re looking for ways to prove they can be trusted.
Apparently the way du jour is to get accredited by the Media Rating Council. Two weeks ago, Facebook said it would seek MRC’s stamp of approval. Now Google is also going to undergo an audit by the independent ratings service.
The YouTube parent said it will have the MRC investigate the data collection services of Moat, Integral Ad Science and DoubleVerify, which YouTube uses to measure how long ads are viewed and ads’ viewability.
Google also wants the MRC to look into ads bought by AdWords and DoubleClick Bid Manager that are placed on non-Google sites.
Aiming for greater transparency
The moves come at a pivotal time for digital advertising, which this year will pass TV as the biggest advertising medium, according to multiple analysts.
These dollars are flowing from traditional media and into online, with advertisers eager to follow the eyeballs. People are spending more and more time online, especially young people, who have been wandering away from television.
Advertisers want to reach these young people, and media people know they can find them on the web.
But they’re increasingly wary of digital advertising.
Even with major players such as Google and Facebook, there’s a disconcerting lack of transparency for advertising numbers. Buyers have long called for third-party auditing of advertising data to ensure advertisers are getting what they paid for.
While MRC accreditation isn’t the only step, it’s a start and seems to indicate that Facebook and Google are hearing advertisers’ concerns.
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