The IPA has formally called upon Google YouTube and Facebook to work with the IPA and ISBA, who represent the UK’s biggest advertising agencies and advertisers, to bring the safety, measurement and viewabillity of their online video up to acceptable industry standards.
In a robust letter to the digital duopoly, IPA Director General Paul Bainsfair outlines three urgent action points required to enable the delivery of global standards in online advertising verification and cross-platform video advertising audience measurement:
YouTube and Facebook to become signatories to the DTSG Good Practice Principles, which will entail the independent verification of their brand safety policies and processes within six months.
Video Audience Measurement
YouTube and Facebook to meet standards of independent, industry-owned audience measurement, which will enable cross-platform video audience measurement in the UK.
YouTube and Facebook to use the UK as a test bed for delivering online and mobile video ad supply that is optimised for 100% viewability and which can be independently verified.
Says IPA Director General Paul Bainsfair: “The internet has evolved into a complex ecosystem, fuelled by mobile. 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.”
The IPA call to action follows the launch of A Matter of Fact, a joint paper from the IPA and ISBA which calls on the industry to provide accountable media audience data. It is available to download free of charge here.