YouTube has announced that it has become the first online platform to receive an accreditation from the Media Rating Council (MRC), signifying the streaming provider effectively protects its advertisers from appearing on content deemed inappropriate for paid ads.
The company said in a blog post it was committed to remaining at least 99% effective at making sure ad placements on YouTube are brand-safe.
YouTube had incidents dating back to 2017 of ads appearing on videos with hate speech or other disturbing content, which led to a number of advertisers removing their ads from the platform. YouTube hopes to turn a new page with marketers following the Media Rating Council’s accreditation.
“We’re particularly humbled to be the first platform to achieve the accreditation,” said Debbie Weinstein, VP of YouTube and video global solutions at Google.
YouTube said it had made investments in technology that analyses videos, beefed up its staff of human moderators and expanded policies to address brand safety.
The accreditation reflects “YouTube’s sustained commitment and investment to enable brands to advertise in safe environments,” Marc Pritchard, chief brand officer at Procter & Gamble, said in a statement, adding he hopes it inspires other platforms to do the same.
The MRC, which was formed by Congress to measure audiences on media content, said it conducted an extensive audit of YouTube, including how its internal standards for determining which videos are suitable to receive advertising compared with industry-body standards.
The organization also studied the effectiveness of tools YouTube provides advertisers who want to be more selective and block their ads from playing on certain categories of videos, adding up to “thousands of [accounting] hours in the trenches,” said George Ivie, the CEO of the MRC.
The MRC awarded the accreditation when YouTube met various standards, including that the incident rate for ads appearing on inappropriate videos was “immaterial” and less than 1%, Ivie said.
The team at Platform Executive hope you have enjoyed the ‘YouTube earns accreditation for protecting advertisers from unsuitable videos‘ article. Translation from English to other languages via Google Cloud Translation. Initial reporting via our official content partners at Thomson Reuters. Reporting by Sheila Dang in New York. Editing by Bernadette Baum and Matthew Lewis.
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