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YouTube, programmatic and brand risk - Venture Insights

Report Overview

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YouTube, programmatic and brand risk

PublisherEnders Analysis.
Publish Date March 30, 2017
Sector Advertising, Broadcast TV, Web App.
Company Google, YouTube.

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Media reports of ads by top brands appearing next to extremist content on YouTube have surprised advertisers and led to a barrage of criticism from other media companies, agencies and the UK government.

Despite several advertisers pausing spend, the revenue impact for Google is likely to be small in the short term – but the debate is a symptom of ongoing tension between “frenemies”: large agencies and Google & Facebook.

By urging Google alone to educate display advertisers and filter campaigns, agencies risk ceding more of their client relationship to the advertising giant, while calls for the platform to make all editorial judgements on political content are inappropriate.