British television rating body Barb has released the results of a consultation on whether to measure online video services like Facebook and YouTube – and they show that these platforms still have a way to gain their approval.  Google has paid particular attention to Barb's accreditation as it seeks to enhance its credibility in the eyes of advertisers following the brand safety scandal and customers' demands for more transparent ways to monitor online advertising.
But assurances Brand Safety has proven to be one of the biggest hurdles for Google's YouTube and other streaming services, measured in the same manner by Barbs survey of agencies, broadcasters, online platforms, and advertisers who spent £ 1
According to the report, the industry expects:" Established TV conventions for duration, visibility, and verification "will be maintained even when online players are added.  "Advertising reach and frequency for placements that meet industry-standard brand safety standards. "
The results appear challenging for the digital platforms as the Barb consultation made it clear that the industry "comparability" in The coverage expects TV media to "operate in regulated and brand safe environments", while Facebook and YouTube are not regulated in the same way.
In what might be interpreted as a warning to these players, the report was relentless that "the addition of any channels or platforms should not affect the integrity of Barb's data collection and reporting method." Nonetheless, Barb said it would welcome "discussions with content owners and platforms that want to attend".
Such efforts have been taking place behind the scenes, as commented by Google's President, Matt Brittin, at Advertising Week Europe last month
"I know that Ronan [Harris, Google’s MD, UK] and his team work incredibly hard here, to get the accreditation from Barb … but you know, there are some challenges in the dynamics and we know from talking to advertisers and industry organizations that you really want to see that, "he said. "We really want to see this and we have three big teams ready to do the technical work."
Google had already rejected a year ago for the recognition of "Barb" -Party measurement and opposing views on metrics, as the reasons for their application are rejected.