Sridhar Ramaswamy and Matt Brittin, president of Google for the EMEA region, acknowledged that the year has been tough and that the issues of security, transparency and confidentiality have reached a new level of urgency. They highlighted the ways in which the company has listened and responded to issues raised by users, advertisers and publishers.
“We are facing fairly fundamental problems in the way we think about users, content and advertising,” Ramaswamy said in an address to Advertising Week Europe in London Wednesday morning, pledging to “s & # Actively engage with all stakeholders. aggressively to solve problems and improve things. “
For advertisers, Brittin and Ramaswamy pointed out three areas of interest:
- Insurance and security checks of the mark.
- Verifying that the traffic on the ads is real.
- That advertisers get the fair value for their advertising.
Advertisers have loudly called for third-party verification and verification and improved brand security controls over the past year. The leaders said that they listened and took action. Today, they announced new measurement and brand safety efforts and discussed how current features will apply to the GDPR.
Updates of third-party measures
“It is clear that there is a strong need for commonly accepted standards for measuring advertising,” Ramaswamy told the audience. “It is also clear to all of us that these measures must be verified by third parties and measured by third parties.”
He stated that Google already supports Media Ratings Council (MRC) 30 standards for clicks, impressions, visibility, and more on all devices. Ramaswamy announced that the company was currently working on obtaining certification for  40 additional MRC metrics some in collaboration with third parties such as Integral Ad Science, Moat and DoubleVerify. Google first announced its opening for the MRC audit in March 2017.
Google is also expanding YouTube’s reach of Nielsen and comScore. The mobile measurement Nielsen on YouTube extends to three new countries: the United Kingdom, Germany and France.
Finally, it extends the extent of comScore for YouTube to nearly 13 countries.
To help advertisers compare YouTube advertising to TV campaign performance Ramasamy announced a new partnership with the German group AGF. This effort will be launched later this year with other plans for groups in other developing markets. AGF has included YouTube’s reach data in its numbers since 2015.
Transparency and brand security for advertisers
“It was clear to us that we had platform-level issues on YouTube with content that should not have existed,” Ramaswamy said of advertisers’ reactions to commercials reprehensible and extremist.
He reiterated the initiatives previously announced and stated that the company is on track to hire the more than 10,000 manual content reviewers that he’s committed to adding.
Ramaswamy announced that the best 5% of channels on YouTube was now available in the UK.
“As part of the brand’s security on YouTube, you’ve all said, we need independent standards and an independent audit of these standards,” said Ramaswamy. “We are therefore very happy that we now conform to the standard [brand safety] proposed by JICWEBS [the Joint Industry Committee for Web Standards in the UK and Ireland].”
Ramaswamy adds that advertisers have indicated that brand security controls in YouTube are too complicated and that the company is simplifying controls that allow advertisers to choose the type of content against which their ads should appear. .
Transparency and privacy are even more prominent in Europe as the May 25 deadline for the General Data Protection Regulation (GDPR) approaches.
“We are working hard on [GDPR],” Ramaswamy said, noting that features such as allowing users to extract data and take them to a competing service and view and adjust the data that Google uses to Targeting the ads them in My Account “are all things that help us approach the GDPR.”
The GDPR strengthens the existing data regulations in the EU. The regulation also applies to all companies that process personal data of EU citizens, regardless of the place of residence of the European citizen. (For more information, see our guide on the GDPR site at MarTech Today.)
Ramaswamy said that Google would have more to say about what it does to be ready for GDPR in the coming days and weeks.