In our last post we highlighted Google Display Network’s recent advertising woes due to a significant increase in brand-unsafe content online. Advertisers are understandably concerned with the environments provided by networks and publishers and the impact those environments can have on their brand image. In fact, another batch of advertisers have recently pulled advertisements from YouTube, echoing a continuation of concerns that first came to light in late-March.
Although many expected Google and Alphabet’s bottom line to be impacted by this exodus, their first quarter earnings report no significant loss of advertising revenue compared to the same time period last year, and even reported accelerated growth in that area specifically.
While Alphabet, Google’s parent company, made it clear that they were planning to make significant investments in their brand safety and fraud detection technologies, as well as policy improvements around content that’s deemed “safe” for advertising in the coming months, a surprising technology did much of their heavy lifting.
While crediting their “deep relationships” with advertisers, Google CEO Sundar Pichai revealed that tier one advertisers in which the company’s leadership was most concerned about were contacted directly by their account management and product development teams to assuage their fears and, ultimately, retain advertising revenues – amounting to “thousands and thousands of calls.”
Of course, we would be remiss to overlook Google’s dedication and quick response to increasing brand safety measures in the weeks and months following the initial panic.
One of Google’s responses to these increasing brand safety concerns has been to update the tech powering its publisher network, AdSense. These updates include the ability to remove ads from specific pages, rather than removing ads from and blocking entire web domains for a single page’s offense. With more than 2 million websites using AdSense, this surgical tactic will minimize impact to publishers and GDN while still improving experiences overall.
Also on their to-do list? Taking down fake news with a little help from their friends in the tech universe. Yasmin Green, head of R&D at Jigsaw, an Alphabet company dedicated to fostering a safer internet, indicated that the company is testing algorithm-based tools to identify and take down comment trolls, terrorist recruiters, and sites that attempt to steal passwords.
Magnetic is dedicated to providing brand safe environments for our advertisers. We arm our clients with best-in-class brand protection through industry-leading partnerships with Integral Ad Science and DoubleVerify, brand-conscious ad buying practices, and highly vigilant campaign monitoring. As ad formats and platforms continue to evolve, we are constantly evaluating new mitigation strategies and tools to ensure the best ad placements possible for our customers and their brands.
Magnetic is a digital marketing and artificial intelligence company. We use machine learning and AI to deliver smarter, faster, and more effective advertising. Our powerful AI platform continuously analyzes the attributes of 320 million live user profiles alongside real-time inventory supply and bid opportunities to deliver highly performant and profitable campaigns for our clients.