NEWS14 August 2017

IPA urges YouTube and Facebook to address video measurement

News Trends UK

UK – The Institute of Practitioners in Advertising (IPA) has formally called on YouTube and Facebook to work with it and ISBA to bring safety, measurement and viewability of online video up to acceptable industry standards. 

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In a letter to the pair, IPA director Paul Bainsfair outlined three "urgent action points required to enable the delivery of global standards in online advertising verification and cross-platform video advertising audience measurement". 

These three action points are around brand safety, video audience measurement and video viewability. 

“The internet has evolved into a complex ecosystem, fuelled by mobile," said Bainsfair.

"Online budgets have exploded from around 16% of total spend ( 2007 ) to over 40% today, and online video has now established itself as an effective brand building format alongside television advertising.

“As the two biggest online video suppliers, YouTube and Facebook have a responsibility to ensure the best possible standards for advertising on their platforms.

“Whilst we acknowledge that small steps towards addressing recent concerns have been taken, our advertisers and agencies are increasingly telling us that this progress is neither fast, nor significant, enough.

“We believe it is incumbent upon the key players in this sector, therefore, to show real commitment to finding solutions to these problems.”

A Facebook spokesperson commented: 

“We are already engaged in a constructive dialogue with the IPA and its members on these important topics. We take our commitment to advertisers seriously, and through continued investment and innovation we're making progress, together with our partners in the industry.

"In the last few months we've announced an extra 3,000 content reviewers to nearly double our existing team, as well as new buying options and controls for advertisers that give choice and transparency over how and where ads appear on the platform. We have also updated our metrics to give more clarity and confidence about the insights we provide, including our work with 24 third-party measurement partners who can verify the value we drive for advertisers.”