dglobalnews.com YouTube Creators Expecting a Revenue Hit
Published: Thu, April 06, 2017
Tech | By Arthur Brown

YouTube Creators Expecting a Revenue Hit

YouTube Creators Expecting a Revenue Hit

Google has an answer for all the brands anxious that its automated systems are placing ads on offensive YouTube videos: smarter machines.

"We take this as seriously as we've ever taken a problem", Schindler told The New York Times. "We have limited resources".

The company is a pioneer in the field and has used machine learning, a powerful type of AI, to improve many of its products and services, including video recommendations on YouTube and ad-serving.

Integrating third-party technology is among a number of steps that YouTube has taken in the past few weeks, including hiring "significant numbers of people" to review questionable content, creating rapid response paths for videos flagged as potentially offensive, and providing account-level controls enabling advertisers to exclude specific sites, channels and videos.

A Google rep added that the company's efforts to better tackle the issue had been appreciated by its advertising clients, prompting many to halt their spending boycott. Speaking with Recode, Schindler said: "It has always been a small problem", with "very very very small numbers" of ads appearing on videos that are not "brand- safe". Now, Google Inc. has acknowledged that it has been able to detect only a fraction of the videos on YouTube that advertisers might want to steer clear of - while also saying that the problem affects only a small minority of its videos.

Now lawyer Sarah MacDonald, senior associate at leading media law specialists Wiggin LLP, has said advertisers could be entitled to compensation from Google or advertising agencies if their brands appeared on inappropriate websites.

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Google isn't alone in this ad fight, either. And his statements about the boycott showed how convoluted Google's position is. It then spread across the world, with brands like Walmart, PepsiCo, Starbucks, AT&T and Verizon pulling their ads from Google's video-sharing platform. The Guardian pulled all of their online advertising from Google and YouTube until they could be guaranteed ad misplacement would not happen in the future.

New default settings: based on advertiser feedback, brands will need to opt-in to advertise on live streams and more sensational content.

"We don't have control over the placement of content on YouTube in terms of what video it goes against whereas with traditional media there's a hell of a lot more control in that respect", Mr Steedman said. "The problem can not be solved by humans and it shouldn't be solved by humans", he said.

The changes stem from tweaks to the ads system, rather than any revenue loss that might have come after advertisers pulled their business, according to a source close to the situation.

"Cutting away the ability for brands to truly interact with consumers by asking for one hundred percent safety is very, very, very unrealistic", Schindler said.

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