The latest announcement will allow Google to give advertisers more choice in viewability measurement.
The move follows a decision made in 2013, when Google introduced Active View, offering advertisers the ability to purchase ads on a viewable basis. Beginning with vendors like Integral AdScience, comScore, Moat and DoubleVerify, the announcement opens up the tracking of ad campaigns on YouTube, allowing for advertisers to measure the viewer impact of their advertising.
Beginning in 2016 with Moat, Google plans to roll out the plan to other vendors at a later date. The option to use Active View will still be available, with Keith Weed, Chief Marketing and Communications Officer at Unilever, stating:
“Advertisers will still be able to use Active View as anticipated. Having Google as partners helps in addressing challenged. It pushes the entire industry forward. This move will generate better industry standards across third party verification practices. It will keep the momentum in the right direction.”
Along with the announcement, Google has also stated it plans to further update Active View and invest in additional partners.