Google said it plans to give brands more control on where their ads appear online after major U.K. clients withdraw their spots because some ads ran before extremist videos on YouTube. Tensions between Google and its advertisers have increased which has led to the advertisers pulling their spending from YouTube and the Google Display Network, a network of more than 2 million websites that partner with Google to serve ads. They could not be assured that the “environment is safe, regulated to the degree necessary, and additive to their brands’ objectives.”
The British government demanded Google officials provide an explanation about how they are going to prevent ads from appearing on inappropriate content. Google answered by saying they already have software that automatically scans YouTube titles and images to determine if they are appropriate for advertising; however, these can often be misguided because of titles and nuanced content. They are further working on better ways to monitor ad placement.
This relates to marketing with branding and the people side out of the four P’s. With British companies ad’s appearing before inappropriate content, customers may think that is what the company believes in and will not want to support that company because it goes against personal ethics and values. Companies are constantly spending time working on creating a perfect brand name and image, so this situation ruins that brand name which is making British companies unhappy.
Janelle Mendez
MKTG 3343
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