Google made notable changes to the line up of partners of its YouTube Measurement Program(YTMP) that debuted in 2017 to give advertisers access to trusted and independent solutions for driving and tracking the marketing performance of the video site.
Google made some tweaks to how it classifies partners in the YouTube Measurement Program and welcomed new partners to the program or specific categories. YouTube has made it easier for advertisers to search for the right service provider for their needs.
YouTube added five new partners – Channel Factory, Integral Ad Science, DoubleVerify, Sightly, and VuePlanner to the program. Existing partners include Pixability, Zefr, Tubular Labs, and Wizdeo -though it has dropped one of its founding partners who is no longer on the list ‘Open Slate’. Apparently, the brand safety company is at a contractual standoff with Google.
AdAge reports that Openslate refused to sign the new agreement with Google. It believed that the contract would limit what it can report to the clients when ads ran next to videos with sensitive or harmful content on YouTube like hate speeches, illegal substances, or violence.
Under new terms, without Google’s approval, OpenSlate would not be able to inform the client that includes Nestle, GroupM, and Procter & Gamble – if their ads run next to YouTube channel that has historically shared violent or inappropriate content.
OpenSlate told in an e-mail statement to AdAge,
“Advertisers rely on OpenSlate’s independent, third-party measurement to ensure they are running in suitable environments.”
It further says,
“Google is a valued partner and we endeavor to resolve our differences,”
A Google spokesperson told AdAge,
“We’re excited to expand the YouTube Measurement Program and look forward to working with the nine partners who have already signed on. We also remain open to any other third parties who help meet our clients’ needs joining the program in the future.”
After the reorganization, advertisers can search by services under the newly created categories: brand suitability and contextual targeting, content insights, and brand safety reporting. Partners will be classified and sorted based on these categories.
As outlined on the YTMP website, Channel Factory, Integral Ad Science, Pixability, Sightly, VuePlanner, and Zefr were added in the Brand Suitability and Contextual Targeting category while DoubleVerify and IAS were added to the Brand Safety Reporting category. Meanwhile, Pixability, Tubular Labs, and Wizdeo were added to the Content Insights category.
As quoted in Adexchanger, David George, CEO of Pixability, one of the first companies to join in 2016 said, the time was ripe for a revamp.
“Simply put, there’s demand in the market from brands and agencies that want to work with third parties,”
YouTube is growing exponentially in terms of engagement and ad revenue. Although due to coronavirus led volatility, YouTube is facing a significant decline in CPM’s in some cases, however, YouTube drove $15 billion ad revenue for Alphabet in 2019.
Tony Marlow, CMO at Integral Ad Science said,
“For a platform that generates over 500 hours of new content every minute, it makes sense that they are constantly evaluating the efficiency of their programs.”
IAS has been providing brand safety verification since 2018 but it wasn’t under the measurement partner program until now. The measurement program also offers access to the participating partners to alpha and beta programs and additional resources.
Theresa Go, Pixability’s VP of platform partnerships said,
“There is an undercurrent of technical support we get through the program. We’re able to leverage Google to make sure we’re providing the best products we can in the market.”