|How YouTube Handled its Brand-Safety Crisis
In mid-March, a series of reports revealed that ads from reputable brands had been cropping up on videos from the likes of white nationalists and hate preachers. Almost overnight, hundreds of companies ranging from L’Oréal to Verizon suspended their YouTube buys. And just last week, The Times of London reported that recent U.K. election ads had appeared on videos from Islamic extremists. Thanks to YouTube’s woes, “brand safety” has been one of the digital media industry’s hot topics this year.
Three months since the initial bombshell dropped, agency sources say most U.S. advertisers are returning to YouTube. Ad spend on YouTube has remained stable, according to numbers crunched by ad-tracking firms Pathmatics and MediaRadar. They say that’s in part because some of Google’s efforts to mollify advertisers have been effective. But agencies are also quick to highlight their own initiatives, including partnerships with third-party measurement companies.
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This article was published on Digiday.com. A full link to the original piece is after the story.
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