Google bows to third-party verification demands with YouTube now open to Media Ratings Council audit

In a further sign of the digital sector’s biggest media owners bowing to ‘buyer power’, Google has agreed to have its campaign metrics accredited by third-party sources, following a recent similar move by the industry’s other ‘walled garden’ Facebook. 
An announcement today (February 21) from Google revealed that DoubleVerify, Integral Ad Science and Moat will be able to independently verify whether ads  served on its video sharing site YouTube are a