Google has opened up to third-party reviews in the following three areas:
- Brand safety assurances and controls
- Verification that traffic on ads is real.
- That advertisers get fair value for their advertising.
Brand safety assurances and controls
Google is on track to hire more than 10,000 manual content reviewers to review the contents on its platform. In efforts to boost brand safety, Google is now confirming to standard put forward by JICWEBS (Joint industry committee for web standards in the UK and Ireland). Additionally, the company is simplifying the complex brand safety controls in YouTube today.
Verification that traffic on ads is real
In March 2017, Google announced that it is working with Media Rating Council (MRC) on getting certified an additional 40 new metrics similar to accepted metrics like clicks and impressions. The goal is to work with industry leaders on bringing standards around acceptable marketing metrics.
Google is also expanding YouTube reach measurement from Nielsen and comScore. Nielsen mobile measurement on YouTube is extending to three new countries: UK, Germany and France. It is expanding comScore measurement for YouTube to nearly 13 countries. Finally, to help advertisers compare YouTube advertising to TV campaign performance, Google announced a new partnership with German TV ratings measurement group AGF.
On GDPR (General Data Protection Regulation), May 25.
The newly enacted law protecting EU citizens will go live on May 25, 2018. The legislation protects EU citizens even outside of EU. Google is taking this very seriously and has put in place tools that users can use to download the data their personal data from Google and vet it using rival third-party applications.
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