What Happened
In response to the increasing demand of the ad industry, YouTube has announced it will soon allow third-party vendors to verify its ad viewability. ComScore, DoubleVerify, Integral AdScience, and Moat are among the first batch of outside vendors that YouTube has approved to report viewability beginning early next year.
Market Impact
Viewability verifications help guarantee that advertisers only pay for ad impressions that are actually seen. As the industry leader in online videos, YouTube’s net US video ad revenues soared to $1.55 billion this year, and is estimated to top $2 billion by 2017, according to eMarketer (paywalled link). Google has made significant efforts to make YouTube’s ads more effective, adding “buy buttons” to the pre-roll ads recently, and YouTube’s willingness to open its ad views to scrutiny shows its confidence in its ad products. Facebook also added support for third-party verifications for its video ads viewability in September.
Source: Marketing Land
