Several dozen marketers stated that they would not have purchased this TrueView skippable in-stream inventory running on 3rd party environments, if this fact was clearly explained to them in advance. The majority of those GVP mobile apps and websites served the TrueView skippable in-stream video ads in outstream, muted, auto-playing, interstitial, and/or non-visible ad slots - which are inconsistent with the TrueView or skippable in-stream ad format.Īdalytics shared examples of these TrueView skippable in-stream placements with advertisers and media buyers. The majority of their budget was spent on tens of thousands of different websites or mobile apps which make up the Google Video Partner (GVP) network. Often, there was little to no organic video media content between ads, the video units simply played ads only.įor a major infrastructure brand, only ~16% of their TrueView skippable in-stream video ad budget was spent on or YouTube’s apps. For example, many TrueView in-stream ads were served muted and auto-playing as out-stream video or as obscured video players on independent sites. However, this research report finds that for years, significant quantities of TrueView skippable in-stream ads, purchased by many different brands and media agencies, appear to have been served on hundreds of thousands of websites and apps in which the consumer experience did not meet Google’s stated quality standards. Google’s policies state that TrueView ads must be skippable, audible, and playing of the video (and ad) cannot be solely initiated by passive user scrolling. TrueView is Google's “proprietary cost-per-view, choice-based ad format that serves on YouTube, millions of apps, and across the web.” With TrueView, advertisers only pay “for actual views of their ads, rather than impressions.” TrueView asks users if they want to skip the video ad after 5 seconds with a visual prompt.
This misalignment may have cost media buyers up to billions of digital ad dollars, which were ultimately spent on small, muted, out-stream, auto-playing or interstitial video ad units running on independent websites and mobile apps.
This report finds that advertisers including Fortune 500 brands, the US federal government, and many small businesses may have been misled for years about Google’s proprietary TrueView skippable in-stream video ads.
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