YouTube earns accreditation from MRC

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 10, 2021, 9:01 AM UTC

The Google-owned video site became the first digital platform to receive content-level brand safety accreditation from the Media Rating Council.

YouTube is the first online platform to earn an MRC accreditation for content-level brand safety. The company attributed much of this success to their multi-year commitment to investing in policy development, staffing and technology.

An extensive audit of policies that determine which videos can remain on the platform and are eligible for monetisation was among other factors that were considered. YouTube’s Debbie Weinstein further credited the combination of automated systems and human content raters that analyse videos on the platform.

Weinstein added that YouTube would continue to remain “at least 99% effective” in ensuring brand safety according to industry definitions. MRC’s George Ivie said, “This ongoing commitment presents a much-needed path for other digital platforms and the rest of the industry to follow.”

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