Google provides the tools for everyone, so Google must take responsibility for everyone's output.
On the subject of brand safety, Mr. Roth said advertisers are "appropriately concerned" about ads being placed next to unsafe content on YouTube and Google.
The claim is that ad tech companies use garbage impressions to artificially adjust the conversion rate to a point where it's clearly better than the alternatives (print, radio, TV) but still low enough to exhaust ad budgets.
Other platforms that rely on user-generated content - such as Facebook, Twitter and Snapchat - could also be scrutinized more closely as a result of the boycott, the note suggested.
Google has been contacted for comment. Most conversations revolve around the type of content we see through the platform; however, over the last week or so, YouTube seems to be in the negative light with a large section of its customer base - the multinational advertisers. But now it plans to ban ads on any videos that are demeaning or incendiary toward such groups.
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One prominent YouTube channel - h3h3Productions, run by husband-and-wife team Ethan and Hila Klein - was pressured to remove a video accusing the Wall Street Journal of falsifying the evidence it used in its articles.
YouTube may get stricter on the kind of content that can even show up on the platform, much less have ads served against it.
Other marketers like SheKnows and Channel Factory said that the beginning of their spring seasons are going unexpectedly well thanks to C-suite-level decisions to pull ads from YouTube. The new policy is called "dangerous or derogatory content " and includes material that discriminates against groups protected under global laws (gender, age, religion, sexual orientation) but also content that discriminates against marginalized groups, such as refugees, immigrants or the homeless.
Not recommending its clients cut spend on Google in the wake of recent controversy, media investment agency GroupM has partnered with OpenSlate to increase brand safety on YouTube inventory for its clients. At the moment we're not able to do that. The company also announced a hiring spree, an update to its policies, and improvements to its advertiser controls in an attempt to mitigate the problem, which one analyst predicted could cost $750 million in lost revenue.
Google mostly handles this in-house now. The brand-safety crisis, which has led to a widespread boycott by advertisers because their ads have been appearing in front of jihadist and antiSemitic videos, is just the start.
The changes stem from tweaks to the ads system, rather than any revenue loss that might have come after advertisers pulled their business, according to a source close to the situation.