Major Companies Pull Adverts From YouTube
The company has promised to work on reforms and tighten safeguards and introduce new tools to make it easier for advertisers to manage where their ads appear. Brands also have the power to prohibit their advertisements from appearing next to specific content types (for example, content with profanity).
The exodus comes on the heels of a boycott major United Kingdom companies launched against YouTube last week. The Times found that many brands' ads are appearing alongside offensive content, such as homophobic and anti-Semitic videos, videos supporting terrorism or featuring former Ku Klux Klan leader David Duke.
Advertisers are halting their spend following an investigation by the Times of London that revealed campaigns by the likes of The Cabinet Office, Transport for London, and L'Oréal had appeared alongside videos that included "rape apologists, anti-Semites, and banned hate preachers". The UK government ceased all advertisements on YouTube, with ministers summoning the web giant.
Their competitors at Verizon were quick to follow suit. Johnson & Johnson was among the latest big brands to pull the YouTube plug, following big telecommunications advertisers such as AT&T and Verizon. We take careful measure to ensure our brand is not impacted negatively.
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"We are working with all of our digital advertising partners to understand the weak links so we can prevent this from happening in the future", the spokeswoman said.
Johnson & Johnson had once worked closely with Google.
"We all consider ourselves part of one team".
You Tube has been a key driver of growth for Google as its traditional business of search advertising matures. "Until Google can ensure this won't happen again, we are removing our ads from Google's non-search platforms", the Business Insider quoted an AT&T spokesperson as saying.
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Despite Google's pledge to combat "offensive" content more efficiently, Pivotal Research Group analyst Brian Wieser claims the company isn't doing enough to "reassure advertisers". Among the other companies involved are pharmaceutical giant GSK, HSBC, the Royal Bank of Scotland and L'Oreal, amounting to a potential loss of hundreds of millions of dollars to the Google-owned company. "But we also intend to act carefully, preserving the value we now provide to advertisers, publishers and creators of all sizes".
Still, Google has pledged to do everything it can to ensure advertisements aren't placed next to offensive, hateful, or otherwise unsafe material. In the US, the research firm expects it to own 78% of all USA -related search ad revenue this year.
Pacific Crest's price target of $1,040 is based on 16x EV/EBITDA, using its 2017 Google EBITDA estimate of $38.9 billion, which implicitly assigns zero net value for "Other Bets". This is even after reports last week exposed the issue and led to mass advertising boycotts in the United Kingdom and now the USA, prompting Google to promise companies it would solve the issue and implement better tools and moderation practices.
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