Google Rolls Out New Ad Controls for YouTube
A synopsis of Google promises to ‘listen more’ as it rolls out new ad controls on YouTube by Sarah Vizard
Brand safety issues have caused a scandal with advertisers and Google's EMEA boss Matt Brittin admits the company needs to pay better attention to advertisers concerns. It was necessary for Google to work with their advertising partners to address these concerns which have plagued the company for the past 18 months.
While Brittin stresses YouTube's value proposition to connect with communities, access their large reach, and be a part of the amazing creative environment, it is important to acknowledge changes in ad tools and transparency are key updates. A three-tiered suitability system will allow advertisers more control over where their ads are placed; tackling the issue of brand safety by ensuring they are placed with appropriate content.
In addition to new advertising tools, an increase in moderators and NGO cooperation will look to combat content which violates YouTubes terms. This won't be a perfect solution as the vast scope of users and content will allow some bad actors to share content, but a zero-tolerance policy will see a quick a definite removal.
Will all of Googles accommodations for advertisers and strategies to combat unwanted content be enough to bring back advertisers and convince them their brand is safe on YouTube?
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