YouTube is taking brand safety issues seriously as it pushes to get its video player on publishers sites.

This is in addition to recent updates of machine learning to better detect and remove offensive content, and the launch of tougher standards on videos that potentially contain controversial religious or supremacist content.

According to the Ad Age, Google owned YouTube is offering publishers a new player that includes a pretty sweet analytics component AND the ability to control the ads that are served on videos in the player.

This is a massive step in the right direction as YouTube has had a bit of a rough time lately with the backlash from advertisers over the lack of brand control.

Hopefully, the rest of the concerns are addressed and soon.