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Fallout from Google Video Violations: Buyers Press Pause
We recently reported that new research from Adalytics found that video ads placed by Google violate its own standards 80% of the time, accusing the company of misleading advertisers. In response, sources tell Adweek that media buyers are now adjusting their YouTube plans.
To recap, Google’s Video Partner program places ads on external sites that are supposed to meet high-quality standards. However, the study revealed that these premium campaigns often fell short of Google’s standards, by serving ads in small, muted, automatically-played videos on the side of the main content page, violating monetization standards and appearing on low-quality sites.
🚫 Limiting Exposure to GVP
As a result, several ad buyers are taking steps to limit their exposure to Google Video Partner inventory.
Some are redirecting their media and reviewing all YouTube purchases after discovering that a substantial amount of their YouTube inventory was unknowingly spent on Video Partner. Others are auditing clients’ exposure to Video Partner inventory and working with Google to turn it off for specific campaigns.
