Buyers might be able to figure out what’s driving performance—scammy websites or legitimately good inventory—if the process was more transparent, sources said.
YouTube does provide buyers with a list of where all websites run, but the list includes thousands of domains that are difficult to parse through, and which brand safety vendors usually don’t evaluate, sources said. And there’s less transparency into the ad’s placement, whether in-stream or out-stream, sound on or sound off.
Duplicating buys and media wastage
With the lack of transparency inherent to buying third-party inventory via YouTube, some buyers have always avoided GVP.
“We’ve always had a hypothesis that it’s better to buy open exchange video inventory through programmatic than using GVP,” said George Tarnopolsky, vp of programmatic at Good Apple. “YouTube is treated like a direct publisher.”
Most buyers are already buying open web video inventory, and if GVP is taking up a greater chunk of YouTube buys than a brand anticipated, these efforts could be duplicative.
“You can buy the same exact inventory in DV360,” one media buyer said, referring to the Google-owned demand-side platform. “You’re doubling up where you only want YouTube.”
At least one media buyer is holding onto some GVP inventory in their buys to see if Google makes changes to inventory quality behind the scenes.
“The pressure is on Google to clean up that supply,” the buyer said. “Those that are opting out are doing it out of caution and wanting to hold Google’s feet to the fire.”
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