Google Reorganizes YouTube Measurement Program

Google made some tweaks to how it categorizes partners in the YouTube Measurement Program, and it welcomed partners that are new to the program overall or to specific categories.

The YouTube Measurement Program debuted in 2017 to give advertisers access to trusted independent solutions for tracking marketing performance on the video site.

Following the reorganization, advertisers can search by services including brands safety, brand suitability and content insights.

Four new partners were added in the Brand Suitability and Contextual Targeting category: Channel Factory, Integral Ad Science, Sightly and VuePlanner.

And DoubleVerify and IAS were added to the Brand Safety Reporting category.

Channel Factory founder and CEO Tony Chen said, “We are very excited to partner with YouTube to create innovative solutions that will help advertisers drive maximum business outcome through brand suitability, contextual alignment and cost efficiencies.”

IAS chief marketing officer Tony Marlow added, “It is an honor to be one of the few trusted partners selected for inclusion within the YouTube Measurement Program, and IAS is proud to be long-standing strategic partners with Google. Together, we can deliver an ecosystem where brands advertise with the confidence that they are appearing adjacent to brand-suitable YouTube videos and channels. This puts us at the forefront of building innovative solutions that move the entire industry forward.”

And Rich Raddon, co-CEO of existing YouTube Measurement Program partner Zefr, said, “Legacy contextual targeting tools, like keyword blocklists or broad content labeling, come up short when it comes to the nuance of video, leading to inaccurate labels and wasted media spend. As a YouTube Measurement Program partner, we’re excited that Zefr can deliver nuanced, video-level contextual targeting for our clients on a global scale.”

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