NEW YORK: An increasing number of leading ad agencies are signing up to use digital verification and measurement tools provided by OpenSlate, a video analytics firm, which checks YouTube to ensure ads are served where they should be.
GroupM, Publicis Media, Omnicom Media Group, Dentsu Aegis Network, Horizon Media and Magna Global are among the high profile industry names that now use OpenSlate’s new auditing tool, Adweek reported.
New York-based OpenSlate says it has run 152 audits for 65 brands since March, the month when scores of major brands started to boycott YouTube amid concerns that their ads where appearing alongside inappropriate content.
Since then, OpenSlate claims that it has helped more than 70 brands to return to the platform and expects that its business will be five to six times larger in Q4 2017 than in the second quarter of the year.
“If you’re a marketer and you’re spending money on YouTube, you get a list of 200,000 URLs that you can run against and how many impressions you served on each of them,” said Mike Henry, CEO of OpenSlate.
“What we’ve been doing for the last five or six years is aggregating every piece of data about every ad-supported video on YouTube,” he continued.
“For every one of those 200,000 lines, we can effectively append all of our data about that video, all of our proprietary brand-safety data, subject-matter data, whatever else we know about it.”
The company’s auditing tool helps advertisers by collecting data on 350m ad-supported videos on YouTube and is able to tell them which videos their ads ran on, what type of content the videos consists of and, most importantly, whether the videos are brand safe.
In addition, advertisers can create whitelists of specific keywords or channels of videos that they want to avoid, which Henry said is aimed especially at direct-response and entertainment advertisers, who were reportedly slower than FMCG companies in creating whitelists at the height of the YouTube scare.
Data sourced from Adweek; additional content by WARC staff