The old problem of YouTube ads is a mistake.

By Amy Gesenhues

Compilation: Vivy

Just over a year ago, after finding out that their ads were tied to a lot of extreme content, advertisers began boycotting YouTube, costing YouTube tens of billions of dollars. YouTube has since spent more than a year convincing advertisers that they have solved the problem of ad security. The smoke of this matter has not gone away, YouTube old trouble again committed, a lot of ads with extreme content together.

Old problems


A recent CNN investigation found that ads from multiple brands and government agencies appeared on some of YouTube's extremist content channels, such as white nationalists, pro-Nazi and North Korean propaganda.


The CNN report mentions a number of well-known brands, including Adidas, Amazon, Cisco, Facebook, Time, Hilton, LinkedIn, Mozilla, Netflix, Nissan and Anderma. Nissan and Anderma said they had suspended the ads on YouTube, and Hilton told CNN that they were also removing ads from the site.


A Nissan spokesman told CNN: "We are freezing all ads on YouTube until we resolve this issue." "


In fact, not only are well-known brands, but some U.S. government agencies such as the Centers for Disease Control, the Department of Transportation, Customs and Border Protection, the Department of Veterans Affairs and the Coast Guard Academy have ads on North Korea's propaganda channels. CNN reported that ads in The Washington Post and The New York Times were found on far-right conspiracy-theory propaganda channels linked to the information war.


According to CNN, YouTube has removed one of the channels with extremist content, which has ads on it.


In response to CNN's investigation, a YouTube spokesman responded to Marketing Land:

Together with advertisers, we have made significant changes to the way we make money on YouTube through stricter policies, better controland and greater transparency. When we find that ads appear with content that doesn't comply with our policies, we immediately remove them. In fact, even if the video content meets the advertiser's friendly requirements, not all videos are available to all brands. But we are committed to working with our advertisers to make them better.

Lessons of the year

YouTube advertisers determine where their ads are run based on their demographics and behavior, and they can set up blacklists or filter channels to avoid showing their ads on channels that may conflict with their brand value.


In March last year, when some brands of advertising began to appear alongside extremist content, advertisers began a massive campaign to get out of YouTube, and they began advertising on YouTube. Within days, YouTube had made a number of efforts to address its brand security concerns, such as publishing brand security tools, enforcing new policies for advertisers, and setting stricter rules for posting hate speech on websites.


Announcing last October, YouTube announced that it had viewed more than a million videos to identify extremist content, explaining how machine learning was used to help remove such content from the site. In January, YouTube introduced stricter rules for the commercialization of channels, which require at least 1,000 subscribers and at least 4,000 hours of viewing time in the past 12 months to broadcast ads.

Advertiser's appeal

The latest report from CNN will no doubt raise concerns again among advertisers who once believed their ads would not appear next to offensive or extremist content. At the IAB's annual leadership meeting in February, Unilever CMO Keith Weed threatened to take action against advertising platforms that could not guarantee brand security:"As a trusted advertiser, Unilever no longer wants to advertise on a platform that doesn't make a positive contribution to society. "


Weed's comments came more than a year after The Chief Brand Officer of Procter and Gamble made a similar statement.In January 2017, after spending more than $140 million on digital advertising, Procter and Gamble's Marc Pritchard demanded that industry metrics be accessible, fraud protection, and third-party certification.


Just two days ago, Susan Wojcicki, YouTube's chief executive, published an open letter on the YouTube Creator blog, claiming that this year YouTube would issue stricter rules to "boost advertiser confidence and build YouTube into a stronger platform." Help more people expand their careers and successfully commercialize them. "

But after CNN broke the old problem, YouTube seems to be a long way from the demands and hopes of high-quality advertisers such as Unilever and Procter and Gamble.

Source: Marketing Land