Channel Factory Global, a Google-certified technology and data platform, recently invited PwC to perform verification procedures on its proprietary platform, ViewIQ.
This was done to transparently assess the company’s claim that it delivers efficiency to brands and agencies, and saves money as a result of quality ad placement. In March 2023, the company collaborated with Y&A Transformation for its launch in India.
A study conducted by PwC in 2020 for leading advertisers found that, on average, 15% of their media investment was unattributable. While the follow-up study by PwC in 2023 showed that the situation appears to be improving in the premium end of programmatic, the “media wastage challenge” is very much prevalent even today.
PwC’s testing found Channel Factory’s technology reduces media wastage by 23pc leading to a 12pc cost savings which is very critical given the advertisers’ focus on this area.
The verification process further revealed Channel Factory’s language categorisation accuracy was 99pc, and Channel Factory’s taxonomy for categorising video content suitability achieved a match rate above 80pc for each of IAS, IAB, Comscore, and GARM. Channel Factory also aligned with IAB and IAS standards, with the verification process revealing 100pc of channels had correct IAB categorisation and 96pc of videos had correct IAS designation.
A recent article published by ExchangeWire in London quoted Adam Edelshain of PwC, who stated, “The digital media ecosystem can be complex and challenging to navigate, leading to demands for greater transparency. Channel Factory deserves credit for subjecting their ViewIQ platform to testing and verification by us at PwC”.
Yesudas S Pillai, Founder, Y&A Transformation and Country Lead, Channel Factory India, said, “Although it was a foregone conclusion for all of us at Channel Factory and the clients who use our platform that we are the solution to media wastage, this certification proves it beyond any questions. We not only deliver on all aspects guaranteed to client, but are also absolutely transparent. This report means a lot to the team who are taking our story into the market. If we look at the digital video advertising as a US$ 1Bn opportunity in India and US$ 700 million of that on YouTube, the 23% media wastage getting eliminated becoming 12% cost saving is a potential value of US$ 84 million of advertisers hard earned resources. We look forward more and more client and agency conversations to appraise them of the reality”