Google's Woes Continue As Johnson & Johnson Joins The Exodus
- Author: Delia Davidson Mar 25, 2017,
Mar 25, 2017, 0:44
Two major companies in the United States have reportedly pulled out their ads from Google, YouTube over concerns that they might have been run next with extremist videos. That includes no ads on YouTube and the two million sites that are part of Google's ad network.
Eric Schmidt, chairman of Google parent company Alphabet, said that Google can't completely guarantee that advertisements on its platform won't appear next to offensive content, but that his company is working on a solution that will get "pretty close", per CNBC. Small- to mid-size companies are responsible for 70 percent of digital ad spending, according to GroupM data cited by MoffettNathanson Research.
Programmatic advertising is an efficient way to reach specific audiences online, but it can also risk some ads inadvertently appearing next to undesirable content if proper safety checks, such as whitelists or blacklists, are not put in place by both the ad platform and the ad buyer. It said it was seeking "urgent assurances" from Google that the problems were being addressed. And it was freaky to see an ocean of news outlets just skip over the fact that both companies are pushing hard into advertising themselves with completed or looming acquisitions of Time Warner, AOL and Yahoo.
"We take careful measure to ensure our brand is not impacted negatively", Verizon said in a released statement. As more companies join the boycott, Google stands to lose billions of dollars. While it's hard to know the revenues Google, YouTube, Facebook and other global online platforms earned as advertisement revenues, the Indian government earned Rs 146 crore (~22 million) in equalisation tax between June 1 and December 3, 2016.
While Axa hasn't pulled its ads from YouTube, the German unit is using "blacklist" filters to prevent its ads from appearing next to extremist, racist or other undesired content, Kroll said.
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Search represents the lion's share of Google's advertising revenue, which was US$79.4 billion (S$111 billion) a year ago. The company is also ensuring that fake creators - those who impersonate other channels - can't host advertising.
AT&T, Verizon and several other major advertisers are suspending their marketing campaigns on Google's YouTube site after discovering their brands have been appearing alongside videos promoting terrorism and other unsavory subjects. Even worse, it will create another rationale for shifting video advertising budgets back to television, or at the very least, long-form video content streamed by major broadcast and cable programmers. Google is willing to try, if only to stem the exodus of advertisers.
Despite the fact that Google's policy changes likely won't meet all the desires of advertisers, their agencies saythere's some progress.
Still, the concern among advertisers appears substantial.
The FMCG company spent $2.4 billion on advertising previous year.