Media giant GroupM is teaming up with social analytics firm OpenSlate to make it easier for advertisers to research and analyse YouTube content for brand safety. Currently, GroupM’s clients are the only advertisers able to monitor content in the Google Preferred program — which comprises the most popular YouTube channels in specific categories — in this way. The new partnership will see the company use its data analysis platform to help brands identify which videos are most likely to be offensive or harmful to children. The additional controls and safeguards will initially be available in the US and UK before rolling out internationally, and will help clients better define the type of content that should be excluded from their media buys. The aim is to prevent further companies from cancelling ad spend on YouTube, as firms such as Walmart, Starbucks, Lyft and PepsiCo have done.
Media giant GroupM is teaming up with social analytics firm OpenSlate to make it easier for advertisers to research and analyse YouTube content for brand safety. The new partnership will see the company use its data analysis platform to help brands identify which videos are most likely to be offensive or harmful to children. The additional controls and safeguards will initially be available in the US and UK before rolling out internationally, and will help clients better define the type of content that should be excluded from their media buys. The aim is to prevent further companies from cancelling ad spend on YouTube, as firms such as Walmart, Starbucks, Lyft and PepsiCo have done.