comScore today announced an initiative to work with Google to provide independent brand safety reporting of advertising campaigns on YouTube.
comScore uses a proprietary brand safety engine that is integral to its validated Campaign Essentials™ (vCE®) suite. This technology continuously monitors patterns within text content to identify the brand safety of a given ad context – both in general and for specific campaigns, on both mobile and desktop platforms.
This new collaboration is part of Google’s efforts to provide advertisers with greater visibility into the context in which their ads appear.
“Monitoring online content for brand safety is a complex challenge, particularly in an environment that has the vast scale and growth of YouTube,” said Dan Hess, executive vice president of products at comScore. “We’re delighted to see Google taking further action to monitor and increase brand safety, and appreciate its vote of confidence in selecting comScore to be part of this initiative.”
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Related Eastwind Marketing links (English edition):
Havas UK pauses insertions in You Tube and Google Display Network by risk of ad missplacements
Related Eastwind Marketing links (Spanish edition):
Google revisará su política de emplazamientos
(Google, to change its ad placement policy)
GroupM responde al problema de los emplazamientos no deseados en You Tube con tecnología
(GroupM answers the issue missplacements in You Tube with tech)
