Omnicom has developed a safety program for YouTube that could reassure some of the major advertisers currently on hiatus from the video site.
The media holding company said the program could review hundreds of thousands of videos daily and ensure that they are appropriate for brands to advertise near. Machines and in some cases people will review YouTube content and score it for brand safety before putting it on the whitelist. Omnicom said it would also make more data available to brands regarding videos on YouTube.
Omnicom Media Group represents clients like AT&T, Pepsi and Procter & Gamble, which were among hundreds of advertisers that froze spending on YouTube because of concerns about the type of content.
"We're building this from the ground up," said Jon Anselmo, Omnicom's chief digital officer. "These are whitelisted pools of inventory that we can say with extremely high confidence are safe for clients."
"Scores will be determined by utilizing AI and will be built upon public and non-public meta data that had previously been unavailable to advertisers," Omnicom said in an e-mailed statement.