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Just a few advertisers control so many of the ad dollars, and they’ve been primed by recent events to be more conscientious about brand safety.Pressure from them could push Google to become more consistent and careful about what it allows on its platforms and where it allows ads to appear.Over the past week, major advertisers—everyone from the British government to AT&T—have pulled their ad buys from You Tube after their banners appeared over videos posted by extremists. But the company still has a more basic transparency problem.Google ostensibly wants to make sure uploaders of hate speech and abuse don't get paid.Until Google truly fixes the problem, the internet—and one of its core business models—will suffer.About a week ago, the published an investigation revealing ads sponsored by the British government and several private sector companies had appeared ahead of You Tube videos supporting terrorist groups."When you’ve operated a marketplace, or owned and operated inventory that’s been so noncompliant with basic standards for so long, you can’t erase that mark overnight."Google's ad system has long suffered from these weaknesses.But ever since Facebook admitted to flaws in how it reported ad performance to ad buyers, digital advertising has come under greater scrutiny, says media analyst Brian Wieser of Pivotal Research.
The boycott has grown as more problems have emerged.Google may be reluctant to stand between publishers and advertisers for fear of becoming too much of an arbiter of what's appropriate.