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.]

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