The Media Rating Council (MRC) has awarded YouTube with
content-level brand safety accreditation, which recognizes a platform’s
capability in terms of appropriate digital advertising activities, such as the
display of ads on intended sites and reaching the targeted audience.
YouTube is the first digital platform to receive
content-level assessment by the MRC, whose auditors met with the company’s
brand safety personnel on site to review the processes, as stated by YouTube.
The content processes were evaluated in different languages, after which, it was found that YouTube’s ads indeed reach the appropriate audience. This further confirmed the company’s transparency in relation to its ad targeting process.
In addition to that, the MRC recognized YouTube’s advertiser
safety error rate, which is an authorized measure of the total percentage of ad
impressions that run across violative content, and is authorized by the Global
Alliance for Responsible Media (GARM).
This is good news for advertisers on YouTube, as it confirms
that the numbers they see in their ad performance stats represent real people
that their ads are reaching to. It is equally good news for YouTube as well,
since the company received criticism back in 2017 over its ad placement and questionable
content in the app. Since then, YouTube has worked on its placement control
tools to improve overall brand safety.
“When advertisers knew how to better navigate our
suitability controls, they experienced performance benefits ranging from
increased reach and view-through rates to decreased cost-per-view,” YouTube
explains.
