Google reportedly pitching publishers on YouTube video player with ad inventory controls

Just as Google has issued another update on its efforts to address advertisers’ brand safety concerns on YouTube, AdvertisingAge is reporting the company is shopping a new YouTube solution for publishers.

According to Ad Age, YouTube is offering publishers the ability to control the ads served on their YouTube videos when they use its video player. To sweeten the deal, the player and accompanying analytics are free.

While some publishers are weary of giving Google yet another hook into their businesses, The Atlantic’s Kim Lau told Ad Age that YouTube’s player and analytics are superior to other video players and that there is appeal to “consolidating our video strategy.” In The Atlantic’s case, that consolidation means a move away from video hosting and distribution platform Brightcove.

[Read the full article on MarTech Today.]

About The Author

As Third Door Media’s paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She provides search marketing and demand generation advice for ecommerce companies and can be found on Twitter as @ginnymarvin.