Google to revamp advertising policies after boycott by firms

Technology - Poorva Sundriyal - Mar 21,2017

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google to revamp advertising policies after boycott by firms

Google has promised to revamp its online advertising policies and tighten its advertising safeguards in response to the boycott of the firm’s platform by leading brands and advertisers.

On Monday night, Philipp Schindler, the company’s chief business officer wrote in a blogpost: “We have strict policies that define where Google ads should appear, and in the vast variety of cases, our policies and tools work as intended. But at times we don’t get it right.”

He also apologized regarding the number of cases were the ads by different brands appeared on the content that is not aligned with their values.

Recently many companies involved in the boycott had discovered that their advertising spend was used to place banner adverts over YouTube videos, which indirectly funded extremists and thus damaged the prestige of the company’s brand.

In response, firstly Google has promised to tighten its advertising policies and hence putting tools to provide “tougher stance on hateful, offensive and derogatory content.”

Google apologizes as major firms such as Marks and Spencer, Audi, RBS and L’Oréal had pulled their online advertisement from YouTube owned by global technology giant.

Secondly, the company will be provide better controls for advertisers to choose where their money goes hence preventing accidental spending. Advertisers will be allowed to exclude specific site and channels from their campaign at once and more specific say over where their ads appear.

The third point focuses on the hiring of a significant number of people as well as bringing new AI-powered tools that increase company’s capacity to review questionable content for advertising.

Advertisers and agencies will be provided more transparency for their account and to see and control where their ads appear.

These measures are framed to curb or neutralize the effects of the boycott situation.