YouTube to audit video views

By Danielle Middleton topicIcon Internet News

YouTube fights fraudulent views

The Google owned video sharing site is to begin auditing the number of views a video receives on the website.

This latest move from YouTube is in an effort to prevent users from artificially boosting view counts on their videos. The company is concerned that the figures are misleading to advertisers and fans as to the video's popularity, to prevent this in the future the site will "periodically" validate views in order to remove fraudulent ones from the full amount.

In a recent blog post, Google said:

"When some bad actors try to game the system by artificially inflating view counts, they're not just misleading fans about the popularity of a video, they're undermining one of YouTube's most important and unique qualities.

"As part of our long-standing effort to keep YouTube authentic and full of meaningful interactions, we've begun periodically auditing the views a video has received."

Improving accuracy

YouTube is the world's largest video sharing website, making it an attractive space for advertisers. However, the site is now having to work hard to reassure firms investing large amounts of money in their advertising campaigns, that they are reaching a genuine audience.

In order to determine whether to place advertisements, companies will look at the number of views a video has generated and its consequent popularity. If those views have been inflated by the creator of the video it is likely that the advert will miss its intended audience.

At present users have been using software to buy views, with 60,000 views costing a mere £30. It is thought that the new system will affect only a small number of videos, but it is crucial to implement in the ongoing effort to maintain the trust of fans, advertisers and legitimate users of the site.

Natalie Booth, head of search at theEword said: "Google strictly monitors all of its commodities. As YouTube advertisements operate in a similar manner to that of its own Pay Per Click Ads, the corporation knows the importance of well targeted ads.

"Both Google and YouTube need to maintain their advertisers' trust, and so it is good to see that they are clamping down on those attempting to defraud the system."