Like dominoes falling, more brands are pulling their ads from YouTube and Google display ad network over concerns about ads appearing next to extremist content. Following several UK entities, telecoms Verizon and AT& T, automobile rental company Enterprise and pharmaceutical giant GSK have all pulled ad buys from YouTube in response to an investigation by The Times.
aWe are deeply concerned that our ads may have appeared alongside YouTube content promoting terrorism and detest. Until Google can ensure this wonat happen again, we are removing our ads from Googleas non-search platforms ,” an AT& T spokesperson said in a statement.
Last week, the British government and more than other 250 organizations said they would no longer advertise on YouTube until they could receive guarantees that their ads would not appear alongside extremist videos. The British government also summoned Google to address the British Cabinet Office about advertiser concerns.
Google’s EMEA head responded to fears last week. On Friday, Google announced it is taking added measures to ensure brand safety in regard to inappropriate content on its ad networks.
Philipp Schindler, Google’s chief business officer, wrote that as of Tuesday, the company is ataking a tougher posture on hateful, offensive and derogatory content. This includes removing ads more effectively from content that is attacking or harassing people based on their race, religion, gender or similar categories. This change will enable us to take action , where appropriate, on a larger set of ads and sites.a
Google’s response has been a long time going, and the company has been put off on its heels in understanding the significance of advertiser concerns.
The Time reports ads from US advertisers continued to run on an extremist’s YouTube page even after it has been disabled for UK brands.
aWe donat comment on individual videos but as announced, weave begun an extensive review of our advertising policies and have made a public commitment to put in place changes that dedicate brands more control over where their ads seem. Weare also raising the bar for our ads policies to further safeguard our advertisersa brands, a a Google spokesperson said in a statement.
For additional context, see our past coverage: A Google isnat actually tackling afake newsa content on its ad network andA Brand safety: Avoiding fake& hyperpartisan news on the Google Display Network.
It’s worth reading the entireA The TimeA coverage as well.
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