ComScore picked by Google for brand safety

US – Cross platform measurement company comScore has announced it will be working with Google to provide independent brand safety reporting of ad campaigns on YouTube.

The collaboration comes as Google has come under increasing pressure from advertisers over their ads appearing next to extremist content, with a number of high profile brands and media buying agencies pulling their ads from Google.

ComScore uses a proprietary brand safety engine which is part of its Campaign Essentials (vCE®) suite. The technology continuously monitors patterns within text content to identify the brand safety of a given ad context – both in general and for specific campaigns, on both mobile and desktop platforms.

Dan Hess, executive vice-president of products at comScore, said: “Monitoring online content for brand safety is a complex challenge, particularly in an environment that has the vast scale and growth of YouTube.

“We’re delighted to see Google taking further action to monitor and increase brand safety, and appreciate its vote of confidence in selecting comScore to be part of this initiative.”