Last week The Times newspaper reported that some advertisements had been placed alongside videos promoting terrorism or anti-Semitism on YouTube, leading to the controversy regarding Google's ad operations. However, there have been no other reports detailing instances in which ads from the companies named above ran over offensive content on YouTube or Google's Display Network.
In a blog post published Tuesday, Google's chief business officer, Philipp Schindler, acknowledged that, "Recently, we had a number of cases where brands' ads appeared on content that was not aligned with their values.That's why we've been conducting an extensive review of our advertising policies and tools".
J&J said that it wanted to ensure that its product advertising did not appear on channels that promote "offensive content".
An M&S spokesperson told PRWeek UK: "In order to ensure brand safety, we are pausing activity across Google platforms whilst the matter is worked through".
"Overall, we think that the problems which have come to light will have global repercussions as United Kingdom marketers potentially adapt their United Kingdom policies to other markets and as marketers around the world become more aware of the problem", Weiser wrote in a note to investors.
After their ads appeared next to extremist content on YouTube, telecom companies AT&T and Verizon said they were going to pull their ads from the video site. It has also started an investigation, said its spokesman Sanette Chao.
Although they have been growing rapidly, YouTube's ads still only represent a relatively small financial piece of Alphabet, whose revenue totaled $73.5 billion past year after subtracting commissions paid to Google's partners. As indicated by Bloomberg, AT&T pipes a considerable measure of cash into Google's video and show promotion arrange: Kantar Media gauges AT&T burned through $941.96 million in 2016 on publicizing alone.
Telecoms firms AT&T and Verizon - " the third- and fourth-largest advertisers in the United States, respectively", says TechCrunch - have also joined the boycott. It appears these new tools and efforts will make it easier for advertisers to choose the types of content they want their ads to appear on, but it's unclear if they'll truly police YouTube content more effectively than before. "They don't seem to understand the scale of the perceived problem", he noted. A majority of these companies are pulling advertising from YouTube and sites that use Google's ad exchange technology.
"We would expect many advertisers to return to Google over the next few months as ad controls are improved, but it could take several quarters for spend levels to return to normal."".
But with this power comes an element of responsibility that needs to be taken very seriously by these behemoths of Silicon Valley - because otherwise they may find the very platforms that established their power used against them as part of a destruction of their own reputations.
"Businesses and governments are pressing Google to help them sepaprate their ads from questionable YouTube content".