"YouTube's owner, Google, has sent cease and desist letters to Barb, which publishes audience figures that are used as the UK industry standard, and Kantar Media, its research partner in the service. Google sent the legal letters blocking access to data to attribute viewing sessions to specific content creators citing a breach of its terms of service, according to the Financial Times, which first reported the story."
"It does seem odd that YouTube has spent so much effort trying to convince advertisers that they are TV, and so gain the benefits of that reputation, but the moment there's some TV-like scrutiny they go legal to avoid it, said Lindsey Clay, the chief executive of Thinkbox, the TV body owned by ITV, Sky, Channel 4 and UKTV. If they want to be treated like TV they need to be transparent, she added."
"Simon Michaelides, the director general of ISBA, the body that represents UK advertisers, said: Barb plays a significant role in the UK's measurement ecosystem, enhanced by its collaboration with YouTube. It is therefore disappointing that this service has been halted. Cross-media measurement is inherently complex and brings challenges that we acknowledge. But we would hope for the benefit of advertisers that a resolution"
YouTube suspended participation in the UK cross-media audience measurement service after Google blocked access to data used to attribute viewing sessions to specific creators, citing a terms-of-service breach. The change halted a process that had begun to include viewing on TV sets for about 200 YouTube channels alongside broadcasters such as the BBC, Sky, ITV and Channel 4. UK TV and advertising bodies criticised the suspension and called for transparency, noting YouTube's large UK advertising revenues. The move to align measurement with traditional TV by platforms including Netflix aimed to attract advertisers; industry groups seek a resolution to restore cross-media measurement.
Read at www.theguardian.com
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