Google Tech giant employs new tools to fix ads in wrong places

A boycott by firms worried about damaging their image could cause serious harm to the company's advertising.

  • Published: , Refreshed:
Google says it is introducing new tools to give advertisers greater control play

Google says it is introducing new tools to give advertisers greater control

24/7 Live - Subscribe to the Pulse Newsletter!

Google, which has seen a slew of companies withdraw ads after they appeared alongside extremist content, said Tuesday it was introducing new tools to give firms greater control.

"We know advertisers don't want their ads next to content that doesn't align with their values," Google's chief business officer Philipp Schindler said in a post on the internet giant's blog.

"So starting today, we're taking a tougher stance on hateful, offensive and derogatory content."

The move came a day after an apology by a senior Google executive following the British government and a handful of top firms including Marks and Spencer and HSBC bank pulling their adverts after they appeared alongside extremist content on its internet platforms, particularly its video-sharing site YouTube.

The British arm of Havas, one of the world's top advertising agencies that manages the accounts of numerous leading firms, suspended such advertising last week.

Others to pull the plug, temporarily at least, are the BBC, Guardian newspaper group and McDonalds UK.

The British government put its YouTube advertising on hold on Monday, saying "it is totally unacceptable that taxpayer-funded advertising has appeared next to inappropriate internet content -- and that message was conveyed very clearly to Google."

A Marks and Spencer spokesman said: "In order to ensure brand safety, we are pausing activity across Google platforms whilst the matter is worked through."

The Times reported last week that BBC programmes were promoted alongside videos posted by American white supremacist and former Ku Klux Klan member David Duke as well as videos by Wagdi Ghoneim, an Islamist preacher banned from the UK for inciting hatred.

The newspaper said an analysis it conducted found more than 200 anti-Semitic videos, and that Google failed to remove six of them within the 24-hour period mandated by the EU when it anonymously signalled their presence.

'Hard look' at content

Schindler said in his post that Google "is taking a hard look at our existing community guidelines to determine what content is allowed on" YouTube, and will tighten safeguards to ensure that ads show up only against legitimate creators.

A boycott by firms worried about damaging their image could cause serious harm to Google as advertising makes up the overwhelming majority of the internet giant's revenue.

Unaudited figures from Google's parent company Alphabet indicated that advertising accounted for nearly 86 percent of the company's $26.1 billion in revenues in the final quarter of last year.

Schindler said Google acknowledged that companies have brand guidelines which dictate where and when they want their ads to appear, and that it wants to give them more control to do that.

"In the coming days and months, we're introducing new tools for advertisers to more easily and consistently manage where their ads appear across YouTube and the web," said Schindler.

He pledged Google would hire significant numbers of people and harness its latest developments in artificial intelligence and machine learning to review questionable content for advertising.

He added the firm would be able to resolve cases of advertising appearing alongside inappropriate content "in less than a few hours".

Do you ever witness news or have a story that should be featured on Pulse Ghana?
Submit your stories, pictures and videos to us now via WhatsApp: +233507713497, Social Media @pulseghana: #PulseEyewitness & DM or Email:

Recommended Articles

Recommended Videos

Top Articles

1 Stanbic Bank Staff jailed 10 years for stealing GH¢297,000bullet
2 AsaaseGPS Ghana has introduced a digital addressing system-Here is how...bullet
3 Bank of Ghana Here are the banks with the best deposit rates in Ghanabullet
4 Taxes In Ghana 3% VAT flat rate takes off in July 1bullet
5 Digital Address System Take advantage of Digital Address –...bullet
6 Banking In Ghana BoG warns against doing business with...bullet
7 Superhero Deals Campaign Jumia Ghana celebrates customer...bullet
8 World Food Day Ghanaians waste $6 billion worth of food a...bullet
9 Interest Rate Here are the banks offering the cheapest...bullet
10 Menzgold Ghana Investment company closes down its Gold...bullet

Top Videos

1 Entrepreneurship How to be resourceful as an entrepreneurbullet
2 Entrepreneurship Creating Success Systems | StartUpSchoolbullet
3 Entrepreneurship Failure- How To Deal With It | StartUpSchoolbullet
4 Entrepreneurship How To Get Ready To Get Started | StartUpSchoolbullet