Beyond Viewability: Google UK Talks About the Importance of Next-Wave Metrics - eMarketer
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eMarketer Interview

Beyond Viewability: Google UK Talks About the Importance of Next-Wave Metrics

Preview from eMarketer PRO

An interview with

David Black

Managing Director, Branding and Consumer Markets, Google UK

Interview summary

Brands still hold ad viewability as a key metric, but measurements of consumer watch time and engagement with ads are becoming increasingly important. eMarketer’s Sean Creamer spoke with David Black, managing director of branding and consumer markets at Google UK, about the value of metrics beyond viewability, and how Google is going to address brand safety.

Interview

eMarketer: In the last few days, a number of brands pulled their advertising from Google because of fears of appearing next to objectionable content. How is Google planning to address the idea of brand safety moving forward?

David Black: In addition to brand safety controls, we are also going to be taking a tougher stance on our policies regarding hateful and derogatory content. We will also tighten safeguards to ensure our ads show against legitimate creators and not impersonators. In addition, we'll also hire more team members and develop machine learning tools to increase our capacity to review questionable content for advertising, as well as making a easier escalation path to report instances where ads are served against content it shouldn't have.