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February 10, 2021 – 8:12 AM
The American tech company Channel Factory opens its doors in the Netherlands today. It listens to content on YouTube to determine whether or not a commercal fits.
The Channel Factory local office is headed by Nick Beentjes (photo), previously employed by GroupM. There he noticed that the classification by the creators on YouTube was not good enough to guarantee that commercials ended up in the right place.
He came across that solution Channel Factory and has been working there since September 2020. His team now consists of three people and he plans to hire two more employees.
“We have a pre-bid verification tool that automatically guarantees the fire safety and brand suitability of campaigns. As an advertiser, you are never surprised about which channel your communications have been delivered to. ” After all, the audio transcription has already determined in advance whether a video is suitable or not.
The American company employs 100 people in Europe. Clients are both media agencies and advertisers. Companies such as Apple and LEGO let all their expressions run through the systems of the tech company.
YouTube received nearly half the advertising budget from advertisers in the fourth quarter of 2020: $ 6.9 billion.
Channel Factory has a so-called YouTube Measurement Program license (YTMP).
In the second quarter, the connection with TikTok will be made.
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