Catch up on the day's biggest business stories
Subscribe to Axios Closer for insights into the day’s business news and trends and why they matter
Stay on top of the latest market trends
Subscribe to Axios Markets for the latest market trends and economic insights. Sign up for free.
Sports news worthy of your time
Binge on the stats and stories that drive the sports world with Axios Sports. Sign up for free.
Tech news worthy of your time
Get our smart take on technology from the Valley and D.C. with Axios Login. Sign up for free.
Get the inside stories
Get an insider's guide to the new White House with Axios Sneak Peek. Sign up for free.
Communicate like Axios
Keep teams engaged and aligned with Axios-style communications crafted with Axios HQ.
Learn more
Catch up on coronavirus stories and special reports, curated by Mike Allen everyday
Catch up on coronavirus stories and special reports, curated by Mike Allen everyday
Want a daily digest of the top Denver news?
Get a daily digest of the most important stories affecting your hometown with Axios Denver
Want a daily digest of the top Des Moines news?
Get a daily digest of the most important stories affecting your hometown with Axios Des Moines
Want a daily digest of the top Twin Cities news?
Get a daily digest of the most important stories affecting your hometown with Axios Twin Cities
Want a daily digest of the top Tampa Bay news?
Get a daily digest of the most important stories affecting your hometown with Axios Tampa Bay
Want a daily digest of the top Charlotte news?
Get a daily digest of the most important stories affecting your hometown with Axios Charlotte
Sign up for Axios NW Arkansas
Stay up-to-date on the most important and interesting stories affecting NW Arkansas, authored by local reporters
Google has agreed to a series of audits on its video advertising metrics by the Media Rating Council (MRC), which serves as the effective watchdog for advertising measurement across platforms. MRC will audit three measurement companies that work with Google to measure how often and how much of their YouTube video ads are viewed by actual people.
Why they're doing this: Google doesn't want to lose the trust of ad buyers, especially on YouTube, which eMarketer estimates will add 20% in ad revenue in 2017. Because Google and Facebook have been bullish about releasing proprietary metrics to third-party data measurement companies, ad buyers have been wary about trusting the data they get from third-party vendors.
Why it matters: Google and Facebook have an effective "duopoly" over digital ad revenue, eating up more than 90% of all new ad dollars. In light of this, both companies have experienced heightened pressure to re-assure ad buyers about the quality of the data they release to third-party measurement companies. Earlier this month, Facebook agreed to an internal audit by MRC after they admitted to misreporting video viewing data to publishing partners.