The gist: Google has agreed to have its YouTube metrics vetted by the MRC.
More information: “On the heels of Facebook’s decision to undergo an audit by industry watchdog the Media Rating Council, Google has agreed to have its metrics vetted, too,” reported Adweek.
Per Adweek, Google “is opening up YouTube ad inventory and ad-buying platforms DoubleClick Manager and AdWords that allow for the MRC to track stats including viewability and how long a video was watched.”
The article added: “The audit includes three of Google’s biggest third-party metrics companies: Moat, DoubleVerify and Integral Ad Science. The audit will examine how the three companies pull their data, including the technology that plugs into YouTube and the methodology used to measure digital metrics. The MRC tapped Ernst & Young to conduct the review.”
“The move should help add a bit of transparency for advertisers who have increasingly asked for better metrics and insight into their campaigns with Facebook and Google, which receive about 85 cents of every new dollar spent in online advertising,” Adweek noted. “Both Facebook and Google are notorious for being ‘walled gardens’ that do not let measurement companies in and self-report their own metrics.”