AT&T and others, unhappy about extremist videos, are pulling ads from Google
Google has vowed an overhaul of its practices after major advertisers threatened to pull their business appearing next to 'hate talk' videos on Google's YouTube site.
Google has vowed an overhaul of its practices after major advertisers threatened to pull their business appearing next to 'hate talk' videos on Google's YouTube site.
AT&T and Verizon have announced that they will pull their advertisements from YouTube and other Google platforms, lest they appear next to hateful or offensive web content.
Their decision to cut ties with the tech giant comes after a similar one last week by British advertising giant Havas UK 鈥� which, in turn, was preceded by a Times of London investigation that found ads for familiar brands appearing next to terrorist and neo-Nazi propaganda videos on YouTube.
"We are deeply concerned that our ads may have appeared alongside YouTube content promoting terrorism and hate," an AT&T spokesperson wrote to Business Insider. "Until Google can ensure this won鈥檛 happen again, we are removing our ads from Google鈥檚 non-search platforms.鈥�
With this decision, Verizon and AT&T 鈥� two of America鈥檚 biggest ad spenders 鈥� have joined a growing movement to stop online hate by cutting off its streams of ad revenue.
鈥淚t appears that technology has gotten ahead of the advertising industry鈥檚 checks and balances,鈥� Laura Bryant, a spokesperson for Enterprise car rental, which has halted ad spending on YouTube,聽told The New York Times. 鈥淭here is no doubt there are serious flaws that need to be addressed.鈥�
The process that Google and other online advertisers use to place a company鈥檚 ad on a particular page is largely automated and takes milliseconds.
As a result, media design expert David Carroll told 海角大神 last week, 鈥渁dvertisers, brands, and publishers have no control over where these ads show up.鈥� When Verizon鈥檚 or AT&T鈥檚 ads appear alongside a terrorist鈥檚 or white supremacist鈥檚 video, ad agencies 鈥渉ave to act defensively鈥� to repair the damage.
Meanwhile, a Twitter activist group known as the Sleeping Giants is alerting companies when their ads appear on Breitbart, a website often accused of featuring 鈥渇ake news鈥� and offensive content. They鈥檝e also taken credit for prompting Verizon and Johnson and Johnson to cut ties with YouTube. When the news broke, they tweeted, 鈥渢his avalanche started with you snowflakes.鈥�
While this decision may further vindicate these activists, it鈥檚 also increasing pressure on Google to change the advertising model that makes the Sleeping Giants鈥� work necessary in the first place.
In a blog post published Tuesday, Google鈥檚 chief business officer, Philipp Schindler, acknowledged that, 鈥淩ecently, we had a number of cases where brands鈥� ads appeared on content that was not aligned with their values....That鈥檚 why we've been conducting an extensive review of our advertising policies and tools.鈥�
He went on to promise that Google would set tougher ad policies in the near future, and give advertisers and agencies greater transparency and control over where their ads are placed.
It鈥檚 too early to tell how these policies will work and if they鈥檒l keep familiar brands from popping up next to hateful content. But media industry analyst Brian Wieser thinks that Google 鈥� which claims more than 30 percent of global online ad revenue and gets 90 percent of its own revenue from ads 鈥� has a major incentive to solve the problem.
鈥淓ventually, they鈥檒l respond appropriately,鈥� he told The New York Times. 鈥淭hey鈥檙e not going to just see a significant business go away.鈥�