YouTube Reportedly Prepping For Independent Viewability Measurement

The Financial Times is reporting that YouTube will begin allowing third-party verification of ad viewability by the end of the year in response to pushback from major advertisers.The report cites Unilever and Kellogg’s as key instigators for the move to enable independent viewability measurement. Kellogg’s went so far as to stop its ad buys on YouTube because Google does not enable third-party verification.

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