Google misled advertisers by the number of views – Kommersant
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Google may have misled dozens of advertisers about the number of times their ads were viewed on websites and apps. own investigation about it. published analytical platform Adalytics. In her opinion, it could cost advertisers billions of dollars. According to Adalytics, rule violations have been occurring since 2020. Google has already called this report “grossly inaccurate statements.”
The Adalytics report is about Google’s TrueView tool, which allows you to place video ads on YouTube, third-party sites and apps, and track the actual views of those ads. TrueView only counts views longer than 30 seconds (or the entire video if shorter), with sound, etc. Advertisers using this tool include the European Parliament, American Express, TikTok, Disney+, IBM, HBO Max, Pizza Hut, Reuters , Wired.
Adalytics analysts concluded that the use of TrueView on third-party sites and apps did not meet Google’s own standards. For example, in some cases these ads were shown not in full screen, but in a corner or in another window, in other cases the video played without sound, or only the ad was played without the main video. In some cases, users simply could not turn off ads after five seconds of viewing, since such a button was hidden, although TrueView promises advertisers this format.
In some cases, advertisers were surprised by the proportion of their ads being played directly on YouTube and on third-party sites and apps: in one case, only 20% came from YouTube. Moreover, third-party sites and applications themselves were often dubious. Adalytics used a variety of sources to produce this report, including data from other advertising analytics platforms and surveys of dozens of TrueView advertisers.
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