Google announced the latest phase of its efforts to give advertisers and agencies more choice in viewability reporting with third party viewability reporting for YouTube.

Advertisers will now be able to choose from third party vendors in addition to Active View. Initially this will include Moat, Integral AdScience, comScore and DoubleVerify, starting with Moat in early 2016.

“We’ve been investing in a broad set of measurement solutions for brands through a combination of product innovation with our own solutions like Brand Lift and Active View and partnerships with leading third parties like comScore and Nielsen on GRPs,” says Google’s Sanaz Ahari. “Viewability has long been a focus for us. Built on the foundation of our Active View technology, we launched the ability to buy only viewable impressions on the Google Display Network back in December 2013 and recently completed moving over the last advertiser campaigns from CPMs to viewable CPMs. We’ve worked to ensure viewability rates on YouTube are amongst the industry’s highest. And Active View now works seamlessly across video, display, mobile web and mobile apps (on YouTube and for publishers using DoubleClick for Publishers), and has been adopted by over 80% of advertisers using the DoubleClick platform.”

“With the MRC-defined industry standard as a base-line for viewability, we are also helping advertisers and agencies go beyond transacting on the industry standard to also measure individual viewability objectives,” says Ahari. “In order to support this we have begun launching supplementary metrics in Active View, like the ability to see average viewable time and soon when an ad is 100% in view for any length in time. These are the first few in a lineup of supplementary metrics that will provide advertisers with additional data points relevant to their specific campaigns and needs.”

Google says it will continue to expand measurement options for marketers on YouTube through the new partnerships.

Image via Google