Google’s YouTube is planning to provide advertisers with data on how many of the ads on its internet video service can be seen by viewers in response to advertiser complaints, according to the Financial Times.
The company plans to allow third-party verification groups to insert code on its website, which would let them collect data on the position and context of ads, Reuters quoted the newspaper as saying.
The move is expected to start by year-end and could attract verification companies including ComScore, DoubleVerify and Integral Ad Science, FT said, citing sources familiar with YouTube’s plans.
The plan is a response to complaints from advertisers, including Unilever and Kellogg, according to the story.
Representatives for YouTube were not immediately available for comment.
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