Google agreed to an audit of advertising in YouTube

Google announced that the organization Media Rating Council (MRC) will conduct the audit of visibility metrics of YouTube advertising which provided by external partners.

Google also intends to obtain MRC accreditation for the metrics of video ads purchased through AdWords and DoubleClick Bid Manager.

These steps are intended to show advertisers that the statistics on the visibility of advertising and other data provided by Google either directly or through external services – accurate and reliable.

MRC will verify data provided Moat, Integral Ad Science and DoubleVerify. Auditors will examine how the statistics collection, compilation and reporting.

Babak Pahlavan, senior Director of product management, analytic solutions and measurements in Google said:

Transparency and truth are the main principles of our measurement strategy. We believe strongly in the importance of accreditation by the Media Rating Council

Previously, that earlier this month, Facebook also agreed to an independent audit of the advertising metrics that will provide the MRC.