Jun 30, 2023 21:00:00

Google uses various hands to avoid the ``skip button guarantee'' of video ads

YouTube offers

a variety of video ad formats . Among these, in the case of ads that viewers can skip, the 'skip button guarantee' that advertisers do not have to pay if they are skipped is one of the selling points. Check My Ads Institute , an independent digital advertising watchdog, points out that Google was trying to circumvent the guarantee by taking measures to make ads non-skippable.

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A survey by the research company Adalytics has revealed that many of Google's video advertisements, including those other than YouTube, did not meet the standards promised to advertisers.

Report that ``Many of Google's video ads are displayed in a way that does not meet the standards promised to advertisers,'' and also posted ads on AI-generated sites-GIGAZINE

In a commentary on video ads published in 2016, Jim Havik, YouTube's product marketing manager, said, 'TrueView ads (YouTube's video ads) tell viewers whether or not they see the ad. You (the advertiser) don't have to pay a penny unless you have a choice and choose 'see'.' Check My Ads calls this mechanism the “ Skip Button Guarantee ”.

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Check My Ads points out that Mr. Havik does not mention that 'YouTube does not only deliver TrueView ads.' Google Video Partners (GVP), which distributes video ads to sites other than YouTube, is a network outside of YouTube that enables advertisers, YouTube, and viewers to reach viewers via the Internet. Google says that reaching via the Internet is also an experience equivalent to YouTube, and in fact at least 50% of the video ad budget paid by companies was distributed on GVP instead of YouTube. was made clear in the aforementioned Analytics study.

Ads delivered by GVP may be played in a muted state, played in an invisible position at the edge of the screen, or played in an invisible position hidden behind other ads. , There were many conditions that I could not believe were guaranteed to advertisers.

Check My Ads speculates that this is to avoid the 'skip button guarantee' and make the advertiser pay the fee. The Wall Street Journal, which conducted a preliminary survey in collaboration with Analytics, charged Google $ 100 (about 14,500 yen) for 1,000 advertisements worth only $ 5 (about 723 yen) for 1,000. reported that it did. Check My Ads points out that Google may have earned billions of dollars (hundreds of billions of yen) by avoiding the 'skip button guarantee'.

Check My Ads is also skeptical of GVP, where much of the video ad budget goes to.

Google said it 'carefully screens' publishers that run GVP ads, and that they must meet inventory quality standards and always adhere to video ad safety promises. As a reaction to the previous article by Adalytics , Google said that the review policy of GVP publishers is very strict, and then said, 'How seriously we are dealing with the issue, more than 143,000 cases of policy violations will be reported in 2022. We would like to ask for your understanding that we have stopped distributing advertisements on this site.'

But Check My Ads points out what it's like to see 140,000 sites once approved as GVP publishers suspended for policy violations.

He also pointed out that ``Google may have funded through advertising,'' because GVP advertisements were also displayed in Iranian-made mobile apps that are subject to US economic sanctions.

Google did not respond to Check My Ads' request for comment on the matter.