While Google is issuing another update on their efforts to address advertisers’ brand safety concerns on YouTube, AdvertisingAge is reporting the company is shopping a new YouTube solution for publishers.

According to the report, YouTube is offering publishers the ability to control the ads that is served on their YouTube videos when they use its video player.  In order to sweeten the deal, both the player and analytics are free.

Even though there are publishers who are weary of giving Google another hook into their businesses, Kim Lau of The Atlantic told Ad Age that YouTube’s player and analytics are superiour to other video players and that there is appeal to “consolidating our video strategy.”

[Read the full article on MarTech Today.]

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