However, this research report finds that for years, significant quantities of TrueView skippable in-stream ads, purchased by many different brands and media agencies, appear to have been served on hundreds of thousands of websites and apps in which the consumer experience did not meet Google’s stated quality standards. Google’s policies state that TrueView ads must be skippable, audible, and playing of the video (and ad) cannot be solely initiated by passive user scrolling. TrueView is Google's “proprietary cost-per-view, choice-based ad format that serves on YouTube, millions of apps, and across the web.” With TrueView, advertisers only pay “for actual views of their ads, rather than impressions.” TrueView asks users if they want to skip the video ad after 5 seconds with a visual prompt. This misalignment may have cost media buyers up to billions of digital ad dollars, which were ultimately spent on small, muted, out-stream, auto-playing or interstitial video ad units running on independent websites and mobile apps. This report finds that advertisers including Fortune 500 brands, the US federal government, and many small businesses may have been misled for years about Google’s proprietary TrueView skippable in-stream video ads.
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