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This week, Google announced several updates regarding work the company has undertaken on third party verification and audit partners. Like many companies, Google is bolstering what advertisers expect: objective and accurate measurement.

“Transparency and trust are the core principles of our measurement strategy,” a spokesman for Google explained. “We strongly believe in the need for third-party accreditation through the Media Rating Council (MRC). We gained our first accreditations back in 2006, and for over ten years we’ve partnered with the MRC, advocating for standards across the industry and contributing to ongoing discussions that set guidelines for measuring the effectiveness of ads.”

While noting its 30 MRC accreditations across display and video, desktop and mobile web, mobile apps, and clicks, plays, impressions and viewability, Google is now tightening up its YouTube metrics.

“Since 2015, we’ve completed integrations with Moat, Integral Ad Science, and DoubleVerify to enable third-party viewability reporting on YouTube,” Google said. “Today, we’re announcing that each of these integrations will undergo a stringent, independent audit for MRC accreditation.”

The intended outcome? Greater advertiser confidence in measurement of campaigns on YouTube.

The industry is applauding the move.

“Google’s announcement that they are undertaking an independent audit of their 3rd party viewability reporting integrations is a positive step forward for marketers,” said Bob Liodice, the President and CEO of the Association for National Advertisers. “At the ANA, our goal is to create transparency for the advertising supply chain. This action from Google today demonstrates their commitment to partnering with us to deliver this goal.”

George Ivie, the CEO and Executive Director of the Media Rating Council, agreed.

“Google’s commitment to MRC’s initiatives has been unwavering over time, and their participation in industry standards projects has been helpful,” said Ivie. “We look forward to working on these new audits and expanding the industry’s trust as it relates to YouTube’s third party integrations and DoubleClick Bid Manager.”

You can read more about it here.

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