Apr, 2021 - By WMR
YouTube announced on Tuesday, January 20, 2021, that it became the 1st digital service to be certified by the Media Rating Council, indicating that the video streaming platform effectively protects its publishers from appearing on content deemed inappropriate for paid ads.
The Firm stated on the blog it is committed to staying at least 99 percent responsible for ensuring that advertising on YouTube is completely secure. Since 2017, YouTube has had important component of advertisements appearing on videos with hate speech or other disturbing content, prompting several major advertisers to turn off their Ads on YouTube. Following the Media Rating Council's (MRC) accreditation, the site hopes to shift to a new section with advertisers. YouTube has said it has invested in video analysis technology, strengthened its modes and expanded product safety policies. According to Marc Pritchard, chief brand officer at Procter & Gamble, the authorization reflects "YouTube's continued commitment to investing in products that are marketable," and he hopes that it will inspire other platforms to do the same.
The MRC, was established by the Congress of United States in the 1960s. It was formed to measure audience engagement of digital content. The MRC said it conducted an extensive audit of YouTube, including how its standard methods for deciding which video clips are suitable for advertising compared to industry-body standards. According to George Ivie, president of YouTube the company also investigated the effectiveness of tools YouTube offers marketers who are much more specific and limit their advertisements from playing on specific categories of videos, totalling up to “thousands of [accounting] hours in the trenches. Ivie also stated that the MRC granted YouTube accreditation after it met a range of requirements, such as that the annual incidence rate for advertisements popping on inappropriate video clips was "insignificant" and less than 1%.