YouTube will give advertisers new data on how many of the ads on its internet video service can be seen by viewers, following complaints from advertisers.
Brands including Unilever and Kellogg’s have voiced concerns that YouTube is not being transparent enough when it comes to their advertisement’s visibility, leading them to waste money on campaigns that are not actually seen.
YouTube is now planning to allow third-party verification groups to insert code on its website, letting independent organisations collect data on the position and context of the ads.
The move is expected to start by year-end and could attract verification companies including ComScore, DoubleVerify and Integral Ad Science.
In a statement late on Sunday, YouTube said viewability had long been a concern for its clients, adding: “We’re committed to meeting all of our clients’ measurement needs through a combination of product innovation and industry partnerships.”
YouTube also said it had further efforts planned and was “taking our clients’ feedback into account as we continue to roll out new solutions.”