The head of Google's businesses in the European Union recently apologized publicly to major companies advertising their products through Google ads, due to the growing number of extremist videos being uploaded to YouTube. Company ads run before or during videos containing extremist content. Companies like Marks & Spencer and L'Oreal have frozen their ads on the Google platform.
According to a report in the Financial Times, the head of Google's EMEA Business & Operations department, Matt Britten, apologized publicly during the European Advertising Week. "I want to start by apologizing. We apologize. When something like this happens, we take responsibility. "
Brittany argued that Google's tools and policies were working "in most cases", adding that it was "a handful of impressions" and that the amounts were "pennies, not pounds". But, regardless of that, he added, "we have to get better. We are writing a report on how we can improve. We will expedite this report. "
Google, for its part, said in a statement that it would speed up the review process and make immediate changes to its advertising policy, as well as how it controls and implements ads on its platform. Google is currently only reviewing content that has been flagged as inappropriate by its users. The announcement also points out that the volume of videos posted on YouTube - about 400 hours every minute - is the main reason for the company's inability to proactively control all content on its platforms.
According to the FT report, about 98% of the content marked as inappropriate on YouTube is checked within 24 hours, according to Google. "We know we can do even more," said Brittin, adding that Google has already invested in new technological ways to handle complaints immediately. Britin also said that Google intends to make changes to the control that advertising companies and organizations will have, making it easier and simpler for companies to handle the locations where their ads will appear.
In addition, Google will make changes to its policies on videos and websites that can be advertised, such as how offensive comments and hate speech are defined, Britin said.
Marks & Spencer is the latest company to freeze its ads on Google and YouTube this weekend, following revelations that its ads were being played before the release of extremist videos.
Major companies, as well as many international media outlets - including the BBC, HSBC, Lloyds, L'Oreal and Audi - have already stopped showing their ads on Google platforms. According to eMarketer forecasts, Google and Facebook control about 60% of the digital advertising market.
Source: SigmaLive