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Google has called in comScore in a deal announced this week, to provide independent brand safety reporting of advertising campaigns on YouTube. This is an absolute first, Google responding to outside pressure to fix a problem, rather than taking two years to write its own software. This is seen as a quick fix by Google to prevent advertising appearing next to hate speech videos or in other inappropriate context. comScore will use what it calls a brand safety engine, part of its validated Campaign Essentials suite, which continuously monitors patterns within text content to identify the brand safety of a given ad context. SPI International has shelled out for the rights to show 2016 musical romance drama La La Land…

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