Saturday 17 March 2018

Google cracks down on YouTube again in fresh bid to appease unhappy advertisers

Paresh Dave

Google is making its second attempt in less than a year to protect advertisers on its YouTube user channels from being associated with videos featuring violence, gore or bad language.

Under the new standards, Google will remove advertising from a "significant" number of YouTube channels, 99pc of which generated less than $100 from ads in the last year.

The company made the announcement on Tuesday in response to advertisers that felt they have been underwriting inappropriate material.

Google is vowing to have people review every second of the most popular videos eligible for advertising by the end of March worldwide, and it is modifying the prerequisites for having a commercial channel.

"While we took several steps last year to protect advertisers from inappropriate content, we know we need to do more to ensure that their ads run alongside content that reflects their values," Paul Muret, Google vice president of display, video and analytics, wrote in a blog post.

The previous round of policy-tightening came after more than 250 advertisers cut back on YouTube ad-buying last spring following news reports that found their ads displayed alongside extremist propaganda.

Many brands returned within weeks or months, only to again suspend dealings with YouTube in the autumn because of headlines that linked them to videos in which children appeared endangered or popular cartoons that had been disturbingly altered.

Mondelez International, whose brands include Oreo cookies and Ritz crackers, and computer and printer maker HP were among dropouts.

The issues have not affected YouTube's revenue, which represents a crucial growth area for Google, according to financial analysts.

Starting on February 20, videomakers will need to attract users watching a total of at least 4,000 hours of their clips within the preceding 12 months and notch 1,000 followers before being able to host ads and share in revenue from them.

The requirement introduced last April had been 10,000 followers with no viewing time standard. (Reuters)

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