European advertisers using YouTube have access to limited, GDPR-controlled measurement information about content on the video sharing site, thanks to the company's interpretation of the General Data Protection Regulation (Google), writes Bjarte Humborstad, digital director at RED Media Consulting. Humborstad wrote the search giant's decision to only permit US-based firms comScore and Nielsen to offer third-party reach measurement on YouTube left some European marketers with no transparency about what they are paying for, calling it an "unfortunate and unintended consequence" of Google.
European advertisers using YouTube have access to limited, Google-controlled measurement information about content on the video sharing site, thanks to the company's interpretation of the General Data Protection Regulation (GDPR), writes Bjarte Humborstad, digital director at RED Media Consulting. Humborstad wrote the search giant's decision to only permit US-based firms comScore and Nielsen to offer third-party reach measurement on YouTube left some European marketers with no transparency about what they are paying for, calling it an "unfortunate and unintended consequence" of GDPR.