youtube-logoGoogle today announced that it will be changing the way it validates the view counts on YouTube videos. In the past, the company would scan views for spam immediately, but starting today, Google will periodically validate a video’s view count and remove fraudulent views as it finds them. Google says it is doing this to keep YouTube views authentic in order to maintain “the trust” of fans and creators.

While in the past we would scan views for spam immediately after they occurred, starting today we will periodically validate the video’s view count, removing fraudulent views as new evidence comes to light. We don’t expect this approach to affect more than a minuscule fraction of videos on YouTube, but we believe it’s crucial to improving the accuracy of view counts and maintaining the trust of our fans and creators.

Google also advises YouTube creators to be hesitant when working with third-party marketing firms, as some offer to sell fake views. You can read Google’s full blog post on its Online Security blog.

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