Addressing Unreliable Claims About YouTube and the Google Video Partner Network

A recent report by a third-party firm stated claims about the amount of in-violation impressions that run on the Google Video Partner (GVP) network. However, this report used unreliable sampling and proxy methodologies, leaving these claims unfounded. 

At Pixability, we are committed to providing our clients with the highest level of brand safety, brand suitability, viewability, and performance. This commitment comes with complete trust that Google provides advertisers with the necessary options to ensure brands can reach high-quality audiences across YouTube campaigns. For more detailed information, please refer to Google’s recent blog. 

Only 11% of impressions serve on GVP

According to the third-party report, 80% of video campaign impressions run on GVP; however, this is not accurate. When running a video ad campaign on YouTube, the overwhelming majority of ad campaigns run on YouTube videos only. Pixability has run video campaigns on YouTube for a decade. When the data from this third party firm was released yesterday, we analyzed our campaigns that included GVP inventory and found that only 11% of impressions serve on GVP.

Advertisers are in control

When advertisers create video ad campaigns, they can opt out of running on GVP during the campaign setup, meaning zero impressions would serve on GVP. If an advertiser does not opt out, Google makes it evident that GVP inventory is included in a campaign. Advertisers also have the option to exclude specific websites and URLs along with entire topics or apps they wish to avoid when running ads.

In general, Pixability opts out of GVP on all campaigns where Google allows us to ensure we have the most control over brand suitability for our clients – this includes TrueView campaigns. However, when conversions are a client’s KPI, we believe in the power of Video Action Campaigns (VAC) and will recommend these to our clients. VAC does not allow for opting out of GVP. When running VAC, we ask our clients to provide us with any programmatic blocklists so that we do everything possible to remove any unsuitable inventory. Additionally, Pixability has experience driving conversions with other ad formats or targeting techniques if a client would like to avoid VAC altogether. 

GVP is an effective complement to YouTube ads

Some advertisers may choose to run their ads on GVP because it helps them reach their business objectives. Although only a small percentage of video campaign impressions appear on GVP, according to Google, it can help increase reach by more than 20%. Additionally, our research also found that in some cases, GVP impressions can drive up to 4X conversion rates and 28% lower CPC than impressions on YouTube. In all of these cases, the advertiser knew we’d be leveraging GVP impressions to potentially increase conversions.

GVP inventory is 90% viewable and Google uses third-party validation

Google uses real-time ad quality signals to determine if consumers pay attention to an app or site, informing whether a video ad will serve on GVP. Strict policies prohibit deceptive ad-serving practices from publishers, such as serving ads on hidden browsers or pages with more ads than content. Google partners with third-party partners such as DoubleVerify, IAS, and Moat to validate and enforce these policies. 

Pixability trusts that Google adheres to all policies outlined for their publishers. Additionally, we partner with the above-mentioned third-party partners if a client wants to validate the placements of any campaign run by Pixability. 

If you have any questions, please do not hesitate to contact Pixability.