In recent years, as advertisers are increasingly investing
in online ads, Google and Facebook have stumbled upon a big problem: How do
they ensure that these ads don’t appear next to offensive content?
For advertisers, this can be a big PR issue and for Google,
the cost of poor placements on YouTube is significant; it’s estimated that this issue will
cost Google $1 billion in sales this year. Advertisers are looking for
solutions and are putting more and more pressure on Google. While options for
filtering inappropriate content exist, Google has not yet enabled third parties to do
so. That said, if ad placement continues to be a sticking point for
advertisers, as is likely, it is hard to imagine that Google will be willing to
continue to take a top-line hit.
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