In response to the WSJ article:
Marketers Seize on Google Controversy as Attention Shifts Beyond U.K.AT&T, beverage giant pull ads from YouTube and Google Display Network (WSJ 3/22/17)
Marketers Seize on Google Controversy as Attention Shifts Beyond U.K.AT&T, beverage giant pull ads from YouTube and Google Display Network (WSJ 3/22/17)
- We agree this is a major industry issue
- A company's approach to YouTube should not be broad for example you can easily run video only on AIS monitored sites until the situation is resolved.
- It is a reason to institute content analysis through AIS for other Digital.
- We do believe Google is going to move to rapidly resolve this just as Facebook is working to resolve 3rd Party measurement.
- Video Measurement, Objectionable Content, Fake News, Viewability and Likeability are Industry issues now.
- Placement assessments, Lift and Action should be used to measure in order to get an early warning indicator.
- AIS is recommended to exclude problems outside Facebook and YouTube.
- Facebook and YouTube were both potential problems dues to the “Walled Garden” nature of reporting – 3rd parties haven’t been able to do measures here.
- Concentrate on more actionable metrics in Facebook, limited expenditures in YouTube, and be very specific with demos to limit this type of exposure.
- The Industry is pushing for 3rd Party Measurement on Facebook and YouTube. Both appear ready to work on the issue.