YouTube draws flak from ad agencies over plans to use own co-viewing data for CTV ads

After announcing its plans of trading with clients for its CTV offering, YouTubeSelect, based on its own measurements and surveys, YouTube has been drawing a lot of flak over its move which is being considered as a drifting apart from third-party measurement for co-viewing data.

While YouTube has already announced that the change will occur in January, advertisers will still be able to negotiate based on Nielsen and Comscore co-viewing estimates which will not incorporate Google’s co-viewing data.

As reported first by Ad Age, this move has driven some pushback from the advertising agencies as this move, allegedly, marks the doing away with third-party currencies will give the video-sharing platform a comparatively higher power to negotiate rates based on their own data and therefore hamper the transparency and accountability in addition to the advertiser’s trust.

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