Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Source: TheDrum
In a further sign of the digital sector’s biggest media owners bowing to ‘buyer power’, Google has agreed to have its campaign metrics accredited by third-party sources, following a recent similar move by the industry’s other ‘walled garden’ Facebook.
An announcement earlier this week from Google revealed that DoubleVerify, Integral Ad Science and Moat will be able to independently verify whether ads served on its video sharing site YouTube are actually viewed by a user, and for how long.
Additionally, Google has also agreed to have ads bought via DoubleClick Bid Manager (DBM) and AdWords audited by the the Media Ratings Council (MRC) accredited outfits.
This means that Google is now fully accredited for video ad impressions and viewability statistics for media bought on desktop web, mobile web and mobile app via DBM.
Earlier this month, Facebook also agreed to have its metrics audited by the MRC for ads across Facebook, Instagram and Audience Network also unveiled updates to its ad offering that will include a new set of KPIs for advertisers to trade on, more impression-level data, and further third party verification partners.
Google and Facebook – the two-biggest companies on the internet when its comes to paid-for media – have often been accused of “marking their own homework”, and the advertising industry’s biggest names have become increasingly vocal about the levels of transparency they provide.