Google agrees to MRC audit of YouTube viewability

Google has, since 2015, completed integrations with Moat, Integral Ad Science and DoubleVerify to enable third-party viewability reporting on YouTube. 

According to the announcement, each of these integrations will now undergo an independent audit for MRC accreditation. The audit will ascertain whether data collection, aggregation and reporting for served video impressions, viewable impressions, related viewability statistics and General Invalid Traffic (GIVT) across desktop and mobile for each integration adheres to MRC and IAB standards. 

"Google’s commitment to MRC’s initiatives has been unwavering over time, and their participation in industry standards projects has been helpful," said George Ivie, CEO and executive director, Media Rating Council.

"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."