Google: Most YouTube advertisers have returned since boycott
AP Photo/Marcio Jose Sanchez, File
Google says most of the advertisers that paused their campaigns have returned to YouTube after a publisher boycott over controversial content earlier this year, but that the situation still wasn't totally behind them. Speaking at the Rutberg FM conference in Half Moon Bay, Calif., Google President of the Americas Allan Thygesen says the company won't rest until they bring all advertisers back to the platform and said they have implemented several new features to help facilitate that process, including:
- Two-hour response time for the removal of bad content when it's reported
- More brand controls for advertisers to create options if they want to further filter the type of content their ads are aligned with
Why it matters: Google has taken strategic steps to combat brand safety issues on YouTube, but as Thygesen concedes, some high-end brands are still cautious about running on the platform. For Google, the balance it needs to strike between creating a brand-safe environment while remaining open and accessible to everyone will always present a challenge, but updates like the ones today they hope will reduce boycott threats in the future.
- The YouTube boycott earlier this year barely had an impact on Google's overall revenue for the quarter.
- 400 hours of content uploaded every minute on Youtube, so it will always be nearly impossible for them to catch everything, but a two-hour response time guarantee is a tangible step.