Concerns have been growing recently over the presence of
extremist content on YouTube, particularly videos supporting terrorist
organizations like ISIS. Many businesses that pay for advertising on the
platform are worried that their content will be placed alongside videos that
are extremist in nature, thus reflecting poorly on their brands. The
controversy has become so significant that many big companies such as AT&T
and Verizon have elected to pull all ads from the platform until Google
sufficiently address and correct the issue. Considering that these two
companies spend billions of dollars on advertising platforms like YouTube, it
is fairly apparent how much of a problem this is becoming for Google.
Google is clearly at fault here, and these companies have
every right to be concerned about the protection of their brands. The standards
that Google has set with regards to brand protection need to be raised. Giving
advertisers more control, allowing them to choose content that they wish their ads
to appear alongside would be a logical step in the right direction to alleviate
the issue. Whatever action Google decides to take, it needs to do so quickly,
in order to not just get back the companies that they have lost, but to prevent
more from leaving due to this problem.
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