Channel Factory’s ViewIQ the only solution to mitigate media wastage: PwC study

Technology and data platform Channel Factory recently invited PwC to perform verification procedures over its proprietary platform ViewIQ. The aim was to transparently asses the platform’s claim that “we deliver efficiency to brands and agencies, and save money as a result of quality ad placement”.

A recent article published by ExchageWire, London, quoted Adam Edelshain, PwC saying: “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”.
PwC’s testing found Channel Factory’s technology reduces media wastage by 23% leading to a 12% 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 99%, and Channel Factory’s taxonomy for categorising video content suitability achieved a match rate above 80% for each of IAS, IAB, Comscore, and GARM. Channel Factory also aligned with IAB and IAS standards, with the verification process revealing 100% of channels had correct IAB categorisation and 96% of videos had correct IAS designation.

A study performed 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.

Yesudas Pillai, Founder Y&A Transformation and Country Lead Channel Factory 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 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.”

Channel Factory’s ability to turn YouTube’s 5 billion videos and 500 hours per minute of new content into brand suitable and efficient advertising opportunities has been getting encouraging reviews from agencies and clients alike, evident from the client base so far. The company has also been expanding its manpower base in India. The operation currently centred in Mumbai will soon spread to Delhi as well as Bangalore.