Lazaro Gamio / Axios

Big-name advertisers are continuing to pull their ads from YouTube as the company scrambles to regulate the controversial content being uploaded to its site. While this crisis is a revenue and branding nightmare for Google, it can be a win for advertisers and competitors like Facebook.

Winners:

  • Facebook: Facebook has been testing mid-roll video ads that will eventually be available for everyone to buy programmatically, the same way YouTube sells video ads. But is that still a good idea? Facebook Live is facing major backlash for extremist content that's being uploaded. Introducing video ads into crowdsourced videos, especially live ones, could pull Facebook into the same mess Google is currently facing. Now, Mark Zuckerberg has time to observe YouTube's travails and tweak his strategy.
  • Advertisers: YouTube's ad crisis could give advertisers leverage for more data and control, Recode reports. Google, which has been called a "walled garden" for keeping its metrics secret, could find itself needing to be more transparent with its advertisers about where their ads are going.
  • Tech competitors: As CNN's Brian Stelter noted earlier this week, a few of the advertisers that were first to pull ads from Google in the U.S., like AT&T and Verizon, are Google's competitors. For AT&T specifically, it's new pay-TV option, DirectTV Now, will be a rival to YouTube's new TV streaming service.

Losers:

  • Ad buyers: Ad buyers are supposed to be responsible for placing advertising next to brand-safe content. While most ad buyers realize that programmatic ad buying through Google has risks, they've been able to avoid pulling Google buys from plans by creating lists of places they won't let their content run, but those lists fail to catch all offensive content. With heightened awareness around Google's problems, ad buyers are going to have a tougher time convincing their clients to run on YouTube, even if the return on investment is high.
  • Alphabet: Share in Google's parent company fell after the ad crisis reached the U.S. last week; though it's unknown how big a revenue hit Google is taking and some analysts say the crisis will have no lasting impact.
  • Youtube: On Friday, WSJ reporter Jack Nicas spotted a pre-roll ad for YouTube Red (YouTube's subscription service) alongside explicit content. And last week, Axios' Ina Fried highlighted how YouTube is being slammed by advertisers pulling ads from YouTube for not being restrictive enough in weeding out extremist content, while LGTBQ advocates are criticizing the video platform for restricting non-salacious LGTBQ content from its restricted platform.

Go deeper

Trump tightens screws on ByteDance to sell Tiktok

Illustration: Aïda Amer/Axios

President Trump added more pressure Friday night on China-based TikTok parent ByteDance to exit the U.S., ordering it to divest all assets related to the U.S. operation of TikTok within 90 days.

Between the lines: The order means ByteDance must be wholly disentangled from TikTok in the U.S. by November. Trump had previously ordered TikTok banned if ByteDance hadn't struck a deal within 45 days. The new order likely means ByteDance has just another 45 days after that to fully close the deal, one White House source told Axios.

Updated 4 hours ago - Politics & Policy

Coronavirus dashboard

Illustration: Aïda Amer/Axios

  1. Global: Total confirmed cases as of 9:30 p.m. ET: 21,056,850 — Total deaths: 762,293— Total recoveries: 13,100,902Map.
  2. U.S.: Total confirmed cases as of 9:30 p.m ET: 5,306,215 — Total deaths: 168,334 — Total recoveries: 1,796,309 — Total tests: 65,676,624Map.
  3. Health: CDC: Survivors of COVID-19 have up to three months of immunity Fauci believes normalcy will return by "the end of 2021" with vaccine — The pandemic's toll on mental health — FDA releases first-ever list of medical supplies in shortage.
  4. States: California passes 600,000 confirmed coronavirus cases.
  5. Cities: Coronavirus pandemic dims NYC's annual 9/11 Tribute in Light.
  6. Business: How small businesses got stiffed — Unemployment starts moving in the right direction.
  7. Politics: Biden signals fall strategy with new ads.

Harris: "Women are going to be a priority" in Biden administration

Sen. Kamala Harris at an event in Wilmington, Del. Photo: Drew Angerer/Getty Images

In her first sit-down interview since being named Joe Biden's running mate, Sen. Kamala Harris talked about what she'll do to fight for women if elected VP, and how the Democrats are thinking about voter turnout strategies ahead of November.

What they're saying: "In a Biden-Harris administration women are going to be a priority, understanding that women have many priorities and all of them must be acknowledged," Harris told The 19th*'s Errin Haines-Whack.