Talking down criticism of the issue, Havas and GroupM have both warned the business, Google’s chief business officer Philipp Schindler earlier today claimed that the brand safety issue affected a "very, very, very small numbers" of ads. Nonetheless, the issue has resulted in top brands pulling their marketing from the site until the errant placements are handled.
As a result, Google has announced that it will start integrating relevant safeguards from Media Rating Council accredited agencies in the coming weeks. AdAge reports that these include DoubleVerify and Integral Ad Science, with the agencies tasked with ensuring that budgets are not placing ads on inappropriate content.
YouTube has issued a statement: “As part of our commitment to provide even more transparency and visibility to our advertising partners, we'll be working with trusted vendors to provide third party brand safety reporting on YouTube.
"We are working with companies that are MRC (Media Ratings Council)-accredited for ad verification on this initiative and will begin integrating these technologies shortly."
More to follow.