Google did not mislead business and government advertisers about the viewership of adverts, or violate any guidelines, according to the most recent data.
The independent reports, launched to refute claims made about the Alphabet-owned tech giant earlier this year, have been conducted from data provided by third-party companies. They refute allegations that Google misled numerous advertisers regarding their ads which had been displayed on third-party websites.
Conducted by Integral Ad Science (IAS) and Double Verify (DV), the reports measure the viewability and invalid Traffic across the YouTube O&O and Google Video Partners (GVP) inventories.
They monitored a six-month period, measuring billions of ad impressions before concluding that the viewability and invalid traffic rates are similar across both .
The IAS’ data revealed that, across all GVP impressions, the average viewability rate was 92.74% and invalid traffic rate was 0.40%. Across all YouTube O&O Impressions, the average viewability rate was 93.56% and invalid traffic rate was 0.29%.
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Just last month, advertising research organisation Adalytics reinforced the original claims, saying its research showed that advertisers paying for TrueView ads on external websites and apps, rather than YouTube, may not be receiving what they paid for.
Google’s director of global video solutions, Marvin Renaud, responded to these claims at the time, dismissing the findings as “extremely inaccurate claims”, stating that advertisers are only paying for ads when they are viewed.
“We use real-time ad quality signals to determine if people are present and paying attention that help us decide whether to serve a video ad in a Google Video Partner site or app,” he said.
Last month, Google faced further advertising issues after the EU competition regulator order the US tech giant to sell part of its advertising business, following concerns the firm was favouring its own ad services over its competitors.
