The Media Rating Council (MRC) has awarded YouTube with content-level brand safety accreditation, which recognizes a platform’s capability in terms of appropriate digital advertising activities, such as the display of ads on intended sites and reaching the targeted audience.
YouTube is the first digital platform to receive content-level assessment by the MRC, whose auditors met with the company’s brand safety personnel on site to review the processes, as stated by YouTube.
The content processes were evaluated in different languages, after which, it was found that YouTube’s ads indeed reach the appropriate audience. This further confirmed the company’s transparency in relation to its ad targeting process.
In addition to that, the MRC recognized YouTube’s advertiser safety error rate, which is an authorized measure of the total percentage of ad impressions that run across violative content, and is authorized by the Global Alliance for Responsible Media (GARM).
This is good news for advertisers on YouTube, as it confirms that the numbers they see in their ad performance stats represent real people that their ads are reaching to. It is equally good news for YouTube as well, since the company received criticism back in 2017 over its ad placement and questionable content in the app. Since then, YouTube has worked on its placement control tools to improve overall brand safety.
“When advertisers knew how to better navigate our suitability controls, they experienced performance benefits ranging from increased reach and view-through rates to decreased cost-per-view,” YouTube explains.