YouTube yields on online video transparency



| 07 September 2015

A clash between corporate America and digital behemoths may be on any given weekday, but it seems both the Street and the Valley are engaged with the news that YouTube is giving increased transparency to where its dollar really lies.

According to the Financial Times YouTube has given in to pressure to provide much greater transparency from its corporate clients.

Moreover, the report suggests that YouTube plans to let third-party verification groups insert small pieces of code on its site. This, says the report, would enable such clients to collect data on the position and context of ads. The FT added that the initiative is expected to start by the end of the year and is likely to attract interest from well-known verification companies including ComScore, DoubleVerify and Integral Ad Science.

The FT quoted a Google source as saying: "We're committed to meeting all of our clients' measurement needs" and "are taking our clients' feedback into account as we continue to roll out new solutions". However, it declined to provide any details about the plans for YouTube, which is estimated to make revenues of more than $4 billion a year from advertising.