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YouTube Receives MRC Brand Safety Accreditation for Second Year Running

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YouTube Receives MRC Brand Safety Accreditation for Second Year Running

YouTube has been awarded content-level brand safety accreditation from the Media Rating Council (MRC) for the second year running, the first digital platform to receive this specific assessment level.

The MRC’s content-level accreditation assesses a platform’s capability to ensure that digital ads appear on intended sites, and reach the targeted audience. The assessment, essentially, confirms that YouTube’s ads reach the people that they say they do, providing more transparency and assurance over its ad targeting process.

In order to reach its final assessment, the MRC audited all of YouTube’s content review systems, including its machine learning processes and general policies.

As explained by YouTube:

“The MRC auditors also met with our brand safety personnel on site to review our processes and dug into how we protect our global community – including our procedures for evaluating content across different languages. The accreditation also recognized YouTube’s advertiser safety error rate, a metric authorized by the Global Alliance for Responsible Media (GARM) which evaluates the total percentage of ad impressions that run across violative content.”

So in essence, the audit determined that YouTube’s systems are indeed trustworthy, and the numbers that you see in your ad performance stats represent real, actual people that you’re reaching with your campaigns.

It’s the latest in YouTube’s ongoing improvement in its ad transparency tools, which has become a bigger focus for the platform in recent years.

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Back in 2017, YouTube faced large-scale advertiser backlash over the placement of ads alongside questionable content in the app. YouTube has since improved its placement control tools, which its added third-party verification options can also assess to improve brand safety.

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“Over the past two years, we’ve worked directly with advertisers and agencies to better understand their needs and develop a set of best practices, such as anchoring on YouTube’s inventory modes and reassessing whether they should exclude certain types of content. When advertisers knew how to better navigate our suitability controls, they experienced performance benefits ranging from increased reach and view-through rates to decreased cost-per-view.”

In combination, the new assessment and options will help YouTube give advertisers more assurance, while also reinforcing its position as a key platform for video ads, helping to build its business.

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New Screenshots Highlight How Snapchat’s Coming ‘Family Center’ Will Work

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New Screenshots Highlight How Snapchat's Coming 'Family Center' Will Work

Snapchat’s parental control options look close to launch, with new screenshots based on back-end code showing how Snap’s coming ‘Family Center’ will look in the app.

As you can see in these images, shared by app intelligence company Watchful (via TechCrunch), the Family Center will enable parents to see who their child is engaging with in the app, along with who they’ve added, who they’re following, etc.

That could provide a new level of assurance for parents – though it could also be problematic for Snap, which has become a key resource for more private, intimate connection, with its anti-public posting ethos, and disappearing messages, helping to cement its place as an alternative to other social apps.

That’s really how Snap has embedded its niche. While other apps are about broadcasting your life to the wider world, Snap is about connecting with a small group of friends, where you can share your more private, secret thoughts, without concern of them living on forever, and coming back to bite you at a later stage.

That also, of course, means that more questionable, dangerous communications are happening in the app. Various reports have investigated how Snap is used for sending lewd messages, and arranging hook-ups, while drug dealers reportedly now use Snap to organize meet-ups and sales.

Which, of course, is why parents will be keen to get more insight into such, but I can’t imagine Snap users will be so welcoming of an intrusive tool in this respect.

But if parents know that it exists, they may have to, and that could be problematic for Snap. Teen users will need to accept their parents’ invitation to enable Family Center monitoring, but you can see how this could become an issue for many younger users in the app.

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Still, the protective benefits may well be worth it, with random hook-ups and other engagements posing significant risks. And with kids as young as 13 able to create a Snapchat account, there are many vulnerable youngsters engaging in the app.

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But it could reduce Snap’s appeal, as more parents become aware of the tool.

Snapchat hasn’t provided any further insight into the new Family Center, or when it will be released, but it looks close to launch based on these images.  

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