The methodologies applied in this project were selected to facilitate ASA’s goal to identify instances of breaches of the Advertising Code, for further discussion with the advertiser, intermediary/intermediaries and publisher involved.
While this project included websites and YouTube channels, two distinct methodologies were used. For the websites – part of the open internet – White Bullet used its proprietary Ad Monitoring System as described within the document. As YouTube is a closed environment (also known as a walled garden) using Google’s ad technology, a separate methodology was created.
For both parts, the ASA provided candidate websites and YouTube channels to be used for the project, and the data was collected for three months. Resulting data was shared with the ASA team via Excel spreadsheets.